Download the 2026 CTV/OTT Advertiser Survey
As audiences continue to spend more total TV time with streaming, advertisers are following suit. According to the 2026 CTV/OTT Advertiser Survey released by Advertiser Perceptions and Premion, seven in 10 advertisers plan to increase CTV/OTT spend by an average of 17%, driven by CTV’s ability to reach highly engaged audiences and combine TV’s branding power with digital precision.
The study showed that advertisers largely agree that a total TV solution, combining linear TV with streaming CTV, has a greater impact on:
- Reaching viewers across the full TV landscape (86%)
- Driving ROI (84%)
- Improving Ad Recall (83%)
- Increasing Brand Awareness (83%)
- Improving Full Funnel Performance (77%)
Nearly nine in 10 also agree that CTV/Streaming TV will continue to grow as a key channel for local and regional advertisers, and not just national brands. That’s a clear signal that the opportunity isn’t either/or, it’s additive. When the trusted reach of local broadcast works alongside the precision and attribution of streaming, brands gain stronger reach and measurable momentum across the funnel. That’s the power of a TEGNA Total TV strategy — built for national, regional, and local advertisers alike.
To explore the full survey findings, and what they mean for your market, take a look at the complete results here.
