tvScientific, the advertising platform for Performance TV, has released its 2026 State of Performance TV Report, revealing that it has become the number one channel for advertising investment as marketers face growing pressure to capture attention, control costs, and prove outcomes in a rapidly changing industry. According to the report, Performance TV (i.e. This year’s findings build on significant momentum identified in the 2025 State of Performance TV Report, where 71 per cent of marketers reported increasing their Performance TV budgets, with an average increase of 41 percent. That trajectory has now accelerated, and in 2026, Performance TV officially becomes the leading investment channel in advertising. The 2026 report highlights how Performance TV is evolving from a traditional awareness channel into a high-accountability, outcome-driven platform powered by identity, automation, and measurable attribution.