H2 2025 State of Advertising Report

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H2 2025 State of Advertising Report

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Samba's latest U.S. State of Advertising report unpacks the trends behind the trillions of TV ad impressions served in the first half of 2025. See who led each category, how brands are going head-to-head with different approaches, and what the data reveals about where audiences actually are, versus where ads are landing.

Download the full report now to get the insights powering today's most strategic media moves, including:

• Which advertisers are increasing TV investment to capture market share
• How infrastructure and essential categories are surging while discretionary brands retreat under consumer caution
• Where TV ads are missing their mark and how to identify where in-market intent actually lives
• Which brands drove explosive growth through celebrity campaigns and blockbuster tie-ins
• How to fuse TV exposure data with online behavioral signals to reduce wasted spend
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Want to dig in even deeper? Check out our State of Advertising interactive dashboard to explore this data further.

What's a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Heading 1

Heading 2

Heading 3

Heading 4

Heading 5

Heading 6

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Ordered list

1. Item 1
2. Item 2
3. Item 3

Unordered list

• Item A
• Item B
• Item C

Text link

Bold text

Emphasis

^Superscript

_Subscript