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TV Advertising Turns 70: Shift to Streaming Ahead

9/24/2025

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Summary

Story summary

TV advertising marks its 70th anniversary and remains trusted by 55% of marketers.
A net 26% plan to cut linear TV while 54% will invest in TV streaming.
The John Lewis 100th anniversary ad shows TV's cultural impact, echoing Aldi's 'Kevin the Carrot'.
Coherence in campaigns dropped to 67% in 2023 from 89% in 2019; 82% favor mixed ROI measures.

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Story summary

TV advertising marks its 70th anniversary and remains trusted by 55% of marketers.
A net 26% plan to cut linear TV while 54% will invest in TV streaming.
The John Lewis 100th anniversary ad shows TV's cultural impact, echoing Aldi's 'Kevin the Carrot'.
Coherence in campaigns dropped to 67% in 2023 from 89% in 2019; 82% favor mixed ROI measures.