PORTSMOUTH, N.H.—A new study finds the long-term rise in ad acceptance continues, with ad intolerance falling to a record low across all age groups, and that viewers are supportive of AI tools if they are used to improve discoverability and the viewing experience.

In particular, Hub Entertainment Research’s semi-annual "TV Advertising: Fact vs. Fiction" study found that Gen Z viewers are more accepting of ads when they help reduce the cost of streaming services. Younger viewers also place a higher value on ad relevance and are more open to targeted ad experiences even though they are more likely to be multitasking and potentially distracted while watching TV.

Overall the study found that ad acceptance has reached a five-year high. As subscription prices have risen and ad-supported options have proliferated, the numbers of viewers who would pay to avoid ads, and the number who say they cannot tolerate ads are at all-time lows.

Just under one third of viewers expressed a preference to pay an extra $4-5 dollars per month to avoid ads.

“In the past few waves of this TV Advertising study, we’ve seen viewers concerned with costs and the general direction of the economy,” said Mark Loughney, senior consultant at Hub. “Those concerns have led to more viewers looking for ways to reduce costs. The TV advertising marketplace stands to benefit from consumers’ increased openness to advertising as a means of saving money on subscriptions. If streamers can continue to use tools at their disposal to make the ad experience better by including AI, it’s a win for both them and their viewers.”

At the same time, in the most recent wave, only one in ten viewers said they “can’t tolerate” ads.

When presented with a higher ad load in exchange for lower subscription costs, Gen Z viewers are significantly more likely than older audiences to choose savings over fewer ads.

Gen Z viewers are more likely to prefer fewer, but more targeted ads.

Just over a third of Gen Z viewers say they would prefer to see fewer ads that are targeted to them, significantly higher than older viewers.

Among all viewers, comfort levels vary significantly depending on the type of data used for ad targeting. Audiences are most willing to share information related to their viewing habits, as well as basic demographic details such as age and gender. In contrast, there is considerably less willingness to share more personal information, including social media activity, income, and AI chat history.

Although Gen Z viewers are more likely to multitask during ad breaks, they remain aware of the ads that play.

Nearly all Gen Z viewers report using another device at least occasionally during commercial breaks – significantly more than Gen X and Boomers. The good news for advertisers is that despite this divided attention, eight in ten say they continue listening to ads while engaging with other screens.

As a result, Gen Z viewers are more likely than Gen X or Boomers to report that they are aware of TV ads during breaks.

Across all ages, TV advertising holds a trust advantage over social media when it comes to the use of personal data, with older audiences expressing higher levels of trust.

The majority of Gen Z, Gen X, and Boomer viewers believe TV services will be more responsible than social media platforms in using personal data for targeting. In turn, the targeted ads viewers see on TV feel more appropriate than those that appear in social media.

However, when it comes to ad impact, TV ads deliver better for older viewers. Gen X and Boomers are more likely to say TV ads are more memorable, attention-getting and fun to watch, while Gen Z viewers rate TV and creator videos equally.

AI tools that improve the ad experience are welcome, especially among young viewers. Gen Z are more likely than older viewers to consider generative AI tools as a positive thing.

Regarding TV advertising, the majority of all viewers believe AI can be used in a positive way if it makes the viewing experience better by reducing ad repetition, or making ads feel less interruptive.

Viewers are also positive toward the use of AI if it enhances other aspects of the TV viewing experience by improving content suggestions or making ads more relevant and contextually appropriate.

However, when it comes to the use of AI to create advertising messages, viewers are more skeptical. Over a third are somewhat or very negative toward the idea of commercials or trailers generated by AI tools.

These findings are from Hub’s 2026 “TV Advertising: Fact vs. Fiction” report, based on a survey conducted among 3,000 US consumers age 16-74, who watch at least 1 hour of TV per week. Interviews were conducted in April, 2026 and explored consumers’ attitudes toward advertising, how it differs across video platforms, and how ad strategy affects viewer engagement. A free excerpt of the findings is available on Hub’s website. This report is part of the “Hub Reports” syndicated report series.

PORTSMOUTH, NH—A new survey from Hub indicates that younger viewers in particular are becoming more accepting of ad-supported streaming services.

According to the researcher’s semi-annual “TV Advertising: Fact vs. Fiction-Wave 10” study, more viewers than ever are opting to save money by accepting ads, and fewer viewers are saying they cannot tolerate TV ads. These trends are even more pronounced among viewers under age 35.

However, the survey indicated that that tolerance only extends to ad-supported streaming services, where there are shorter and less frequent ad breaks, compared to the traditional heavily commercialized linear TV experience.

“Younger viewers are more likely to say, “I don’t mind watching TV with ads as much as I used to,’” the researcher said.

A better ad experience leads to a greater likelihood to accept ads to save on subscription costs, according to Hub. Over the past four years, as more services like Netflix, Amazon Prime Video, and Disney+ have introduced ad-supported tiers, the choice to accept ads to reduce cost has risen dramatically.

In December 2025, two-thirds of viewers would “rather save money” than avoid ads, up significantly from 2021.

Over the same four-year period, the number of viewers who “can’t tolerate ads” has gradually declined as well.

Hub says that its survey revealed that economic anxiety among viewers affects how they manage their TV subscriptions. Since Fall 2022, half or more of viewers have expressed they are “very concerned” about the state of the economy, and in this wave, it was 54%. At the same time, nearly half (46%) of viewers think streaming services are raising their prices more often than in the past.

Put those sentiments together, and many people are expecting to reduce spending on TV, particularly, those who are very concerned about the economy are more likely to reassess their spending on TV subscriptions, with two-thirds saying they are planning to cancel or reduce spending, Hub said, adding that not surprisingly, lower income viewers are also more likely to say they will be reducing their spending on TV.

Ad-supported subscription tiers offer an opportunity to retain budget-conscious viewers, Hub said. With so many viewers willing to reduce their spending on TV services, lower cost ad-supported subscriptions can keep many of them from canceling.

Viewers’ awareness of the major streamers’ ad-supported has continued a gradual increase over the past two years, and a majority now know that Hulu, Amazon Prime Video, Netflix and Peacock provide lower cost services with ads.

There has also been a corresponding increase over the past year and a half of viewers opting for a strictly ad-supported mix of subscriptions. As of December 2025, one-third avail themselves of ad-supported services only, significantly higher than in June 2025.

Part of that increase in ad-supported-only viewing is driven by tier switching. There has been a significant increase in the past eighteen months in viewers migrating between ad-free and ad-supported service tiers, with a third now saying they have done so.

Younger viewers age 18-34 are more likely to say they don’t mind TV ads as much as in the past, and that leads to a far greater likelihood to switch between ad-supported and ad-free tiers. Nearly half (45%) have done so, a considerable 19 points higher than those age 35+.

Not surprisingly, given the degree of economic uncertainty among viewers, and their desire to reduce spending, tier switching is mainly about saving money. Those sentiments are significantly more prevalent among viewers than they were in June 2024.

Although TV subscription costs are rising, and viewers are looking to cut costs, the ability to manage their array of services allows them to derive significant value from TV, Hub said, with two-thirds of all viewers agreeing that TV subscriptions deliver more “bang for the buck” than other entertainment options. Among those who habitually churn in and out of their subscriptions, the number is even higher (75%).

Viewers 18-34 and those with kids, who are the most likely to switch to lower cost subscriptions, are the most likely to see value in their TV services. Once again, this shows if viewers are comfortable with the price point of a subscription, they value it, Hub said.

U.S. TV viewers have been hit hard by inflation and worries about a potential recession over the past several years, during and post-pandemic. The continued uncertainty brought on in 2025 by new tariff policies and other disruptions still has consumers concerned, Hub said. TV subscriptions are not excluded from viewers’ consideration when they are trying to keep rising household costs in line.

But the strategic decision by many streamers to offer lower priced ad-supported subscriptions has turned out to be a smart hedge against cancellations. Many viewers, especially those who are younger or have kids are finding the ad experience is better than it used to be, and opting for ads to save money is a good deal.

“As we head into 2026, TV viewers continue to worry about the direction the economy is headed,” said Mark Loughney, Senior Consultant at Hub. “But for TV and video streaming providers, the news is better. By giving viewers the choice of accepting ads for cost savings, they are delivering great value compared to other entertainment. Viewers are figuring out for themselves the optimal mix of ad-supported and ad-free services that fit within their budgets. If the streamers continue to provide an ad experience that’s better than traditional TV, they will deliver good value and minimize churn.”

These findings are from Hub’s 2025 “TV Advertising: Fact vs. Fiction” report, based on a survey conducted among 3,000 US consumers age 14-74, who watch at least 1 hour of TV per week. Interviews were conducted in November 2025 and explored consumers’ attitudes toward advertising, how it differs across video platforms, and how ad strategy affects viewer engagement. A free excerpt of the findings is available on Hub’s website. This report is part of the “Hub Reports” syndicated report series.

NEW YORK—EDO has unveiled a report showing ads in the Spanish-language media environment outperformed those on English-language TV by 31% in the past year—a 24% increase over the previous period.

EDO measures ad effectiveness through granular TV outcomes data such as site visits and search activity—a proven predictor of future sales. The study also highlighted how brands like Walmart, Target, Chevrolet and Miller Lite engage Hispanic audiences through culturally relevant TV campaigns, EDO said.

“Effective engagement with Hispanic consumers enhances authentic, culturally relevant campaigns,” Laura Grover, senior vice president, head of client solutions at EDO, said. “Spanish-language networks are far more than a niche; they are a powerful avenue for brands to authentically connect with Hispanic audiences. By investing in Spanish-language media, advertisers can tap into the vibrancy of this growing demographic, unlocking opportunities for meaningful connections and business success.”

The researchers described the key takeaways from EDO’s “Spanish-Language TV Outcomes Report” as follows:

• Ads on Spanish-Language TV (SLTV) Are Highly Effective. Ads on Spanish-language networks have been 31% more effective than those on English-language TV over the past year. Further, ads in Spanish were 24% more likely to generate consumer engagement over the prior period.
• Brands Win by Engaging In Culture: Spanish-language TV advertisers realize massive gains in ad effectiveness when they tap into the power of Hispanic culture. Brands like Walmart, Chevrolet, Target and Miller Lite have generated outstanding results by featuring elements of Latin culture and Hispanic celebrities in their ads—sometimes outperforming the SLTV average by as much as 10 times.
• Streaming + Spanish-Language = High Engagement: Spanish-language TV's impact is even greater when combined with a highly engaging streaming environment. For example, auto brands advertising on TelevisaUnivision’s streaming service ViX were 29% more effective than their convergent TV average, and wireless brands were 18% more effective.
• In English Or Spanish, Live Sports Drive Results: As live sports are the lifeblood of English-language TV, it’s no surprise that brands have performed extremely well when advertising during events on Spanish-language TV — particularly when it comes to fútbol. The top-performing soccer games for advertisers were played in England, Spain, Mexico, and Guatemala, with a La Liga clash between Mallorca and Barcelona driving 751% greater ad effectiveness than the SLTV soccer average.

The full report is available at edo.com/SLTV.

NEW YORK—In the wake of a record-breaking year for midterm political advertising, new research from TVB suggests that the massive spending not only was a financial bonanza for stations in battleground states. It also found that candidates that devoted more resources to local broadcast TV advertising received the biggest bang for their buck and that TV ads in those battleground states helped motivate voter turnout. 

The new 2022 Voter Funnel survey from TVB examined the media’s influence on voters following the midterm election in Arizona, California, Florida, Georgia, Michigan, Nevada, North Carolina, Ohio, Pennsylvania and Wisconsin. 

The researchers report that TV was cited as the most important influence at each stage of voters’ decision process: (Awareness / Interest / Get More Information / Consider Voting / Vote). In fact, TV’s influence was more than all other media combined, at every stage.

In addition, 41% of voters selected broadcast TV as motivating them to get out and vote. Cable TV was next at a distant 27%, followed by social media at 24%.

Of those that cited TV as the “most important” influence, 7 out of 10 picked broadcast TV over cable.

TV ads had a ripple effect on 80% of respondents who took some kind of action after seeing/hearing a political ad on television. Additionally, of those that perform online searches, 83% said TV ads influenced their political searches.

The survey also found that local Broadcast TV news was the most trusted news source while news on local TV station websites and/or apps was the most trusted digital source. Voters found fake news to be most prevalent on social media and cable.

On average, in the 10 states, 53% of respondents voted prior to Election Day by mail, drop box or in person (before 11/8/22), an important finding for political campaign managers to factor into their advertising timing/schedule decisions.

Methodology: Conducted by Dynata, interviews were collected via opt-in survey to 10,000 adults (1,000 per state). Respondents were registered voters who saw/heard ads for candidates running for office on any of over 20 media platforms (traditional, digital, etc) in the past two months. They did not have to see a TV ad to be included in this study.

NEW YORK—Comcast Spotlight has launched a new product that it says will offer greater accountability to local TV advertising, the Instant IMPACT. Powered by TVSquared, Instant IMPACT is an attribution system allows for the tracking of TV ad campaign, including its digital activity.

What makes this a key device for local stations is its ability to measure lower-funnel activity.

“We are able to offer our clients an attribution tool that works on the local level and is also automated—therefore scalable across the thousands of local advertisers who place campaigns with Comcast Spotlight,” said Andrea Zapata, vice president of research and insights for Comcast Spotlight.

Instant IMPACT works with Comcast Spotlight placing a pixel on a client’s website to track its web traffic. A baseline of the website’s traffic is established before a TV ad campaign airs. Then when the ad starts, Instant IMPACT monitors visits to the site within 30 minutes of an airing on linear TV for the length of the campaign. Once the campaign is complete, the timing of incremental visitors to the client’s website is correlated to TV activity. Customers also have access to a custom dashboard to filter the data by zones, creative, weekday or daypart.

The data is measured by TVSquared’s ADvantage analytics platform. This data is then analyzed to create optimized schedules.