Survey: 70% of CTV Advertisers Plan to Boost Spending in 2026
They were planning to increase spending an average of 17% this year, according to Premion and Advertiser Perceptions
NEW YORK—A new survey indicates that CTV advertisers are bullish on the medium in 2026, with seven in 10 CTV advertisers (70%) telling researchers that they expect to increase their CTV spending this year.
The new 2026 CTV/OTT Advertiser Survey released by Advertiser Perceptions and Tegna’s Premion, the leading premium CTV/OTT advertising solution for regional and local advertisers, also found that they are planning to increase their CTV ad spend by a hefty average of 17% in 2026.
The survey also found that advertisers are entering the new year with greater confidence in CTV’s ability to drive measurable business outcomes as part of broader linear and video investments. Spend increases are driven by the ability to reach highly engaged, opt-in audiences (44%) and combine TV’s branding power with digital precision (40%). Among those increasing CTV/OTT ad spend in 2026, 25% of that funding is coming from overall ad budget growth, with the remainder reallocated from other channels — including linear TV, digital display, paid search and social media.
The findings also highlight important implications for agencies. As CTV becomes more deeply integrated into total video planning, integrated or hybrid teams now control 55% of CTV/Streaming TV budgets, reflecting a structural shift in how video investments are managed. Managing reach, frequency and performance holistically across linear and streaming environments is becoming a central priority for agencies navigating a more complex video ecosystem.
“CTV has proven its ability to drive real business outcomes at scale,” said Tim Fagan, senior vice president and chief revenue officer, Tegna. “Advertisers are doubling down because CTV consistently delivers what matters most: engaged audiences, measurable performance and full-funnel impact — and it works most powerfully when integrated alongside linear and broader video strategies.”
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