Industry KPIs: Arts and entertainment ROAS peaks in late Q3 – eMarketer

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The news: Return on ad spend (ROAS) for arts and entertainment climbed steadily through late Q3 2025, driven by early awards season demand and well ahead of Golden Globes and Oscars-driven Q1 peaks, according to our industry KPI data provided by Impact.
Behind the numbers: The figures indicate sustained demand, rather than one-off volatility, for major cultural events building up well before awards season kicks off. Advertising around tentpole moments like award ceremonies is critical for several reasons:
Implications for marketers: Performance fluctuates month to month, but consistent increases in ROAS indicates that advertisers can effectively capture high demand when investing months ahead of major cultural moments, when most conversations begin.
The Oscars specifically will offer advertisers a chance to capitalize on the shift to streaming: The event is aired on linear TV networks and live-streamed simultaneously, but will move exclusively to YouTube in 2029. The move will give advertisers access to audiences on the world’s largest media platform during one of the biggest-name annual events.
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