• by Wayne Friedman , Staff Writer, Yesterday

Despite increasing pressure from other new media -- digital, social media, and otherwise -- U.S. adults feel TV is the most "acceptable place" for advertising, registering 43% approval.

Well behind TV's acceptable advertising results is the "internet" with a 28% score, compared to 29% for social media. The research also says broadcast and cable advertising is two times “better” than alongside streaming CTV content.

In addition, 43% of U.S. adults say TV ads are most likely to “influence” them to try a new product or service, compared to 55% of Baby Boomers give a thumbs up to this sentiment and 51% among the Gen X audience.

This comes from a recent survey conducted between July 8 and July 15, 2025 by real-time media research company Tenetic and CivicScience, a consumer insights and analytics firm, which surveyed 10,000 adult respondents 18 years and up.

At the same time, 37% of U.S. adults believe that TV brands/advertisers “don’t know anything about them," and 59% say they rarely or never remember the sponsor/advertiser in a given show they have watched.

Viewing of linear TV (broadcast and cable) continues to fall in line with other audience segment research, with 52% of U.S. adults saying they watch TV daily -- with Baby Boomers at 82% level; Gen Xers at 57% and Gen Zers at a very low 26%.

Tenetic says it integrates consumer data from 15 million plus online "shopping occasions" each month with reporting data on more than 3,500 brands -- from 80 million unique mobile devices, from more than one million venues, and more than 450 million venue visits each month.