Well, so much for that.
In 2026, ad industry experts say the TV market will be more about execution, with advertising becoming more accountable and outcomes-driven as the industry adopts targeted, AI-powered, cross-platform buying and selling.
It may seem like a lot of jargon, but the goal is simple: make TV easier to navigate, buy, and sell.
To wrap up 2025, ADWEEK spoke with high-profile ad sales chiefs and senior buy-side and sell-side media executives to unpack the trends that will define the new year in TV.