newsletter: evergreen reports | fall 2025
May 27, 2026
TV advertising effectiveness: what the latest research reveals
With upfronts kicking off next week, the conversation around TV’s value is front and centre. So, no better time to share what the latest research says about why TV remains one of the most effective tools for long-term brand growth.
TV delivers: Broad reach. A trusted environment. High-attention viewing that drives awareness, consideration, and sales.
Whether you are considering TV for the first time or looking to strengthen an existing strategy, our research can help inform your approach.
The Power of TV
Our flagship Power of TV report offers an evidence-based look at how TV’s scale, brand-safe environment, and deep viewer connection combine to make it the most impactful and efficient advertising medium.
Total TV & Streaming Viewership
Streaming and YouTube dominate the headlines, but the latest data tells a different story: Total TV continues to lead in viewership, in both reach and time spent, across every key age group. Pair that with a high-attention, brand-safe environment, and Total TV remains a clear winner for driving brand success.
Spotlight on Quebec
Quebec represents a major opportunity for marketers, but it’s a market with real nuance. Our Spotlight report gives you insights on Francophone viewing habits, advertising preferences, and the outsized role of locally produced content in driving lasting engagement.
Attention in Advertising
Advertising can’t drive results until it earns attention, the foundation of memory, perception, and business outcomes. The latest research shows TV consistently delivers more attentive seconds per impression than digital, making it one of the most efficient media investments.
TV FAQs
The questions we hear most often from advertisers about covering consumption trends, the viewing habits of younger audiences, and the enduring relevance of live TV. A quick read to keep you ahead of the curve.