Scaling or Stalling: Advertising in a Split Economy. The role of CTV and Linear TV.

The advertising landscape today reads like A Tale of Two Cities: while some sectors are doubling down, others are pulling back. Amid heightened uncertainty, businesses and investors are feeling the ripple effects—market volatility is rising, and confidence is wavering. We all operate better when the path ahead is clear. But right now? Tariffs, layoffs, spending freezes, inflation fears, and sagging consumer sentiment have taken center stage.

Advertisers are responding in kind. According to iSpot, sectors like automotive, political, and B2B have started to scale back. But while some are treading lightly, others are charging forward—and finding success in the process.

So, who’s leaning in—and where are they seeing results?

1. Retail & E-commerce: Value-Driven and Experience-Focused

Yes, consumers are cautious—but they’re not closing their wallets entirely. They’re just spending smarter. That means seeking value, trading down on brands, and prioritizing experiences like travel, dining, and wellness over material goods.

Retail and e-commerce advertisers are meeting this moment head-on. Amazon, Walmart, and Target have ramped up their media presence across both linear TV and CTV, aiming to own more of the consumer’s wallet. Digital investments—particularly in SEO and programmatic—are also helping these brands meet shoppers at the moment of decision. Our experience proves it—staying top of mind is key. Clients who maintained media spend have seen gains in Amazon rankings, direct sales, and retail performance

2. Personal Finance: Guidance in a Time of Need

With economic anxiety rising, personal finance brands are stepping in as guides. CTV is being used for laser-targeted lead generation based on life stage and income. Meanwhile, linear TV—especially across trusted environments like news and sports—is being leveraged to build credibility and trust.

Players like SoFi, Fidelity, and Discover are using a dual-channel strategy to great effect: connecting with younger, digital-savvy consumers while reinforcing brand trust with more traditional audiences. Digital channels round out the mix, offering timely advice and solutions.

3. Consumer Packaged Goods (CPG): Mass Awareness Meets Digital Efficiency

CPG brands are turning up the heat, with digital video ad spend projected to rise 13% year-over-year. They’re chasing reach and resonance—investing heavily in Linear TV for broad brand awareness, and CTV for efficient, targeted frequency.

Heavyweights like Procter & Gamble and Unilever are leading the charge, maintaining presence across every screen to stay top-of-mind (and pantry).

4. Healthcare

Traditional Reach with Consistent Investment In 2025, healthcare and pharmaceutical companies have collectively spent approximately $2.18 billion on linear TV advertising—representing about 13% of all U.S. linear TV ad spend. That’s a serious commitment to the power of traditional broadcast to reach broad, diverse audiences. And this figure doesn’t even include health insurance companies, who remain perennial heavyweights in the TV ad ecosystem. For healthcare brands, trust is paramount—and TV continues to deliver at scale.

5. Media & Entertainment: Back in the Spotlight

After a slow stretch, the media and entertainment industry is roaring back, with ad spend projected to climb 12.8%. Much of this is thanks to streaming. As viewer demand climbs, platforms like Netflix and Disney+ are going full-funnel: using CTV for precise targeting, linear TV for high-impact prime-time releases, and digital content to stay culturally relevant.

The Road Ahead: Who Wins in Uncertain Times?

Let’s be clear, economic headwinds are no excuse for playing it safe. Some sectors are not just surviving—they’re THRIVING. One clear lesson from the COVID era still holds: those who pulled back too quickly had to scramble to re-enter the market.

This time around, there’s no room for hesitation. The winners will be the ones who double down—those with flexible, data-fueled, omnichannel strategies that keep them front and center. In a volatile market, agility isn’t just a nice-to-have—it’s the only advantage that matters. The brands that lean in and move fast will take the lead. Everyone else? They’ll be left behind.

Need help navigating your evolving advertising strategy? Contact us today.

#Advertising #DirectAvenue #PerformanceMarketing #TVAdTrends #Media #Creative #RetailMedia #Channels #LinearTV #Campaign #AI #ConnectedTV #TVAdvertising  #ArtificialIntelligence #AdTech #Streaming #Ecommerce  #MediaBuyingAgency #WhatIsCTV #WhatIsLinearTV

Nicky de la Salle is the Vice President of Growth at DirectAvenue. With more than 20 years of experience, including a decade at a “Big 6” global agency, in performance marketing and growth strategy, she is a proven senior leader with specializations in omni-channel marketing, eCommerce and digital marketing channels. Nicky has driven the performance marketing vision for Fortune 500, Entrepreneurs and Tech-Disrupters alike both in the US and internationally. 

Head to our blog page, services page, and LinkedIn for more!

Interested in learning more about WHO we are? Visit here!