Author: Peter Jones, VP of Revenue, Premion

As the new year begins, many consumers are prioritizing health and wellness — and increasingly, that includes sleep. According to the National Sleep Foundation, sleep quality has become a top wellness focus for U.S. adults, with a growing number of consumers actively seeking products that support better rest and recovery. At the center of that equation is a simple truth: getting a good night’s sleep starts with having the right mattress.

That’s what makes early 2026 a prime moment for mattress retailers. Consumers are actively thinking about sleep health, while retailers are under pressure to ensure every marketing dollar works harder. In this environment, Connected TV (CTV) has emerged as a powerful performance channel — one that combines high-impact, premium storytelling with measurable business outcomes.

And the scale behind that opportunity is hard to ignore. eMarketer projects that 90% of U.S. households will be Connected TV households in 2026, giving mattress retailers unprecedented reach on the biggest screen in the home.*

CTV has evolved into a must-have, performance-driven channel. Retailers can now track everything from website visits to verified online and in-store sales through advanced attribution. This level of visibility allows mattress retailers to understand exactly how each impression contributes to revenue, making CTV a highly accountable media investment.

That scale is already translating into real investment. BIA forecasts furniture spending in local OTT to reach $120 million in 2026, rising 11% to $133 million by 2028, while mattress spending in local OTT is projected to reach $24 million in 2026 and grow to $26 million by 2028.**

Even more compelling, CTV delivers reach where it matters most. The MRI-Simmons 2025 November Cord Evolution Study finds that 91% of adults who purchased a bed in the past 12 months are ad-supported OTT viewers — making CTV a direct line to active mattress buyers at the exact moment they’re in-market.***

Here’s how Premion helped a regional mattress retailer turn CTV reach into measurable, full-funnel results.

Turning CTV Reach into Measurable Sales Impact

Furniture shopping is a high-consideration purchase shaped by limited inventory, competitive pricing, and time-sensitive promotions. A multi-location regional mattress retailer needed to break through market clutter and create a seamless path from inspiration to purchase—online and in store. To meet this challenge, the retailer partnered with Premion on a campaign designed to reach high-intent furniture shoppers with geographic precision, while proving measurable impact across the full funnel.

Running across four markets and delivering 1.5M impressions, the campaign drove strong engagement and sales outcomes. Within 15 days of exposure, the retailer generated 3.5K website visits at an efficient $11.50 CPC. Using sales conversion attribution, Premion tied the campaign to $467K in online and in-store sales within 30 days of exposure, delivering a 10:1 return on ad spend. With clear visibility into performance and proof of digital and in-store impact, the retailer validated CTV as a high-impact channel for driving sales.

As consumers continue to prioritize sleep as a pillar of wellness, mattress retailers that leverage CTV’s ability to deliver measurable, real-world results are well positioned for growth. With the right strategy, CTV becomes a performance engine driving impact across the full funnel — from discovery to in-store and online sales.

Download our free report, “STREAMING TV TRENDS & OUTLOOK: The Streaming TV Playbook: Winning Strategies for Marketers in a Shifting Advertising Marketplace,” for more insights on developing and implementing an effective CTV advertising strategy.

*EMARKETER; Connected TV (CTV) Households, US, 2025, October 2025; Note: *Households with at least one connected TV set, where at least one person of any age uses the internet through a connected TV at least once per month. Copyright © 2025 EMARKETER Inc. All Rights Reserved.

**BIA Advisory Services, October 2025

***MRI-Simmons, 2025 November Cord Evolution Study; © MRI-Simmons 2025. The data herein derives from a confidential, proprietary syndicated product owned by GfK US MRI, LLC.