Top 100 Advertisers Increase TV Spend by 68% in H1 2025, with Starbucks and T-Mobile Leading the Charge

Samba TV's H1 2025 State of Advertising report reveals a 68% increase in TV spend by top 100 advertisers, with Starbucks doubling down on TV and Dunkin' pulling back. T-Mobile led the Telco sector with a 34% increase in TV investment, while Verizon shifted away from TV by 37%. The report highlights a growing gap in ad delivery, with half of US households receiving 94% of all TV ads.

Samba TV's latest report on the first half of 2025 reveals a significant shift in advertising strategies, with a 68% increase in TV spend among the top 100 advertisers. This surge in spending is driven by brands doubling down on TV to capture viewers' attention amidst the rapid adoption of streaming services.

Key findings from the report indicate that while major brands like Starbucks have increased their TV spend by 88%, others, such as Verizon and Dunkin', have pulled back, reducing their TV investments by 37% and 61% respectively. The telecommunications sector saw T-Mobile lead with a 34% increase in TV spend, while Verizon shifted away from TV by 37%. This divergence in strategies reflects the varying approaches brands are taking to engage with consumers in a competitive advertising landscape.

The report highlights a growing gap in ad delivery, with half of U.S. households receiving 94% of all TV ads. This targeting gap includes high-income, Asian, Hispanic, millennial, and households in Western states, indicating a need for brands to rebalance their advertising strategies to reach a broader audience.

In the telecommunications sector, T-Mobile and Xfinity aggressively ramped up their TV spend, while Verizon reduced TV impressions by 37% as part of a shift toward digital and an emphasis on customer retention. In the quick-service restaurant (QSR) industry, Starbucks massively increased its ad impressions by 88% with its "Back to Starbucks" strategy, while Dunkin' focused on digital, social, and loyalty programs, reducing its TV spend by 61%.

The report also notes that the top 50% of households received 94% of all impressions, averaging 150 ads per day, while the bottom 50% received just 6%. This highlights the need for brands to diversify their advertising strategies to reach a wider audience and improve the effectiveness of their ad spend.

Overall, Samba TV's report provides valuable insights into the current state of advertising, highlighting the importance of real-time insights and a balanced approach to reach consumers effectively.

References:
[1] https://sg.finance.yahoo.com/news/samba-tv-report-finds-advertiser-130000334.html
[2] https://senalnews.com/en/data/prosiebensat1-confirms-2025-targets-as-q2-revenue-falls-7-amid-advertising-weakness