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📺 TV Regains Leadership When Paired with AI
Advertisers are entering 2026 with unprecedented optimism. After years of belt-tightening, budgets are growing again, and strategies are becoming bolder and more integrated.
According to a Tatari study, the key trend of the year will be TV’s transformation from “old media” into a powerful digital marketing tool.
83% of brands are confident in TV’s effectiveness in 2026. It is no longer judged by reach alone, but by measurable metrics and its impact on search activity and social media.
Ad spending on streaming services already accounts for 40% of total TV budgets and is expected to overtake traditional TV by 2027.
57% of companies are abandoning rigid annual contracts in favor of weekly planning, similar to performance and search advertising.
86% of advertisers are not yet ready to entrust neural networks with creating commercials end to end, but are actively using AI for data analysis and production automation.
TV is no longer competing with Google and TikTok for ad dollars; instead, it works alongside them in an integrated ecosystem, amplifying the return on investment.
