{"id":51666,"date":"2026-02-10T07:00:01","date_gmt":"2026-02-10T12:00:01","guid":{"rendered":"https:\/\/www.demandgenreport.com\/?p=51666"},"modified":"2026-02-05T09:29:39","modified_gmt":"2026-02-05T14:29:39","slug":"performance-tv-becomes-advertisings-top-investment-channel-tvscientific","status":"publish","type":"post","link":"https:\/\/www.demandgenreport.com\/industry-news\/news-brief\/performance-tv-becomes-advertisings-top-investment-channel-tvscientific\/51666\/","title":{"rendered":"Performance TV Becomes Advertising\u2019s Top Investment Channel: tvScientific"},"content":{"rendered":"

Performance TV has become the number one channel for advertising investment as marketers face growing pressure to capture attention, control costs, and prove outcomes in a rapidly changing industry, according to a report from tvScientific<\/a>\u2019s 2026 State of Performance TV Report<\/a>.<\/p>\n

According to the report, advertising on streaming channels currently accounts for 24 percent of total media spend and ties with social as the most effective channel for delivering results as budgets are shifting away from YouTube, Meta, and TikTok. And adoption is broad, with 77 percent of small and midsize businesses running Performance TV campaigns.<\/p>\n

The 2026 report includes the impact of artificial intelligence (AI) adoption, transparency expectations, and how Performance TV is reshaping growth strategies.<\/p>\n

tvScientific\u2019s Fairchild Comments<\/strong><\/h3>\n

The findings reflect a decisive shift away from channels where competition, volatility, and cost pressures are increasing, toward a channel that combines reach, accountability, and measurable performance, said Jason Fairchild, CEO and Co-Founder of tvScientific.<\/p>\n

\u201cPerformance TV is no longer an experiment. It has matured into one of the most reliable and accountable channels in modern marketing,\u201d said Fairchild in a statement. \u201cMarketers are no longer testing TV at the margins. They are moving the budget to make room for it and putting it at the center of their media strategies. Performance TV delivers the scale of television with the precision, transparency, and accountability marketers need to drive real business outcomes.\u201d<\/p>\n

Report Findings<\/strong><\/h3>\n

This year\u2019s findings build on significant momentum identified in the 2025 State of Performance TV Report, where 71 percent of marketers reported increasing their Performance TV budgets; in 2026, the average increase is 41 percent.<\/p>\n

Last year\u2019s data also showed marketers were already reallocating budgets from social and search toward Performance TV, highlighted growing programmatic adoption, rising demand for better measurement, and identified AI as one of the biggest forces shaping performance television. That trajectory has now accelerated to the point that streaming officially becomes the leading investment channel in advertising, according to the report.<\/p>\n

The 2026 report highlights how Performance TV is evolving from a traditional awareness channel into a high-accountability, outcome-driven platform powered by identity, automation, and measurable attribution. Key findings from the report include:<\/p>\n