Madhive has partnered with AdImpact to integrate competitive advertising spend data into its local media intelligence platform, giving broadcasters, agencies and advertisers more visibility into spending across linear television and connected TV (CTV). The integration is designed to help local media teams assess competitor activity, identify potential advertising opportunities and make more informed cross-channel planning decisions.
The partnership combines AdImpact’s advertising expenditure intelligence with Madhive’s Maverick AI, a proprietary local intelligence layer that draws on more than a decade of campaign, market and industry-category insights. The companies are targeting local media markets where buyers and sellers need a clearer picture of how advertisers distribute budgets across broadcast, cable and streaming.
Competitive Spend Intelligence Across Local Markets
AdImpact provides competitive advertising spend data covering 41,000 ZIP codes and 210 markets, according to the announcement. Its data spans broadcast, cable and streaming, enabling users to examine advertising activity across traditional television and digital video environments.
Through the integration, Madhive users can access competitive information organized by advertiser, brand, product, parent company, network, station, streaming application and market. Searchable metadata and brand taxonomy are intended to help users investigate where competitors are investing and how their advertising activity varies across geographic areas and distribution channels.
For local broadcasters and media sales teams, these insights could support prospecting by identifying advertisers already active in a market or categories where additional spending opportunities may exist. Agencies and advertisers could use the information to inform competitive assessments and evaluate how their media plans align with activity across linear TV and CTV.
The announcement does not specify the frequency of data updates, the underlying methodology for estimating spend or whether the integration includes campaign-level impression and outcome measurements. Those details will affect how customers interpret the intelligence and incorporate it into buying decisions.
Maverick AI Connects Market Data With Media Planning
The addition of AdImpact’s data expands the information available through Madhive’s Maverick AI platform. Rather than relying solely on a media seller’s existing campaign history or market knowledge, the integration is intended to provide a broader view of competitive spending across local advertising environments.
The commercial objective is to connect market intelligence with planning and sales workflows. Sellers may be able to identify potential prospects and understand their activity across television channels, while buyers gain additional context for evaluating local advertising strategies.
However, competitive spend intelligence should not be confused with independently verified campaign performance data. Knowing where a competitor advertises can inform planning, but it does not establish whether that competitor’s campaign delivered stronger reach, conversions or return on advertising spend.
The announcement also does not disclose pricing, customer adoption figures or quantified revenue improvements attributable to the integration.
Market Landscape: Local TV Advertising Goes Omnichannel
Local media companies increasingly need to understand advertising activity across broadcast television and streaming as campaign planning extends across multiple screens. Competitive intelligence that connects these environments can help sales teams identify prospects and give agencies a more consolidated view of advertiser activity.
The timing is also relevant to political advertising. With the 2026 U.S. midterm elections approaching, local broadcasters and streaming sellers are competing for political campaign budgets across markets and inventory types.
BIA Advisory Services projects that U.S. local advertising spending will reach $186.1 billion in 2026, according to the source cited in the announcement. That forecast covers the broader local advertising market; it should not be interpreted as a measure of CTV spending alone or of the partnership’s addressable revenue opportunity.
For Madhive and AdImpact, the integration positions competitive spend data as an input into local media planning and monetization rather than simply a standalone research product.
Strategic Outlook
The partnership reflects a broader AdTech priority: connecting advertising intelligence with the systems used to plan, sell and buy media. For local media organizations, the potential value lies in turning fragmented market information into actionable sales and planning insights across linear television and streaming.
The integration’s impact will depend on data accuracy, coverage, update frequency and how easily users can translate competitive observations into decisions. Evidence of adoption, incremental sales opportunities and improved campaign planning would help establish its practical value.
For now, Madhive and AdImpact are combining complementary capabilities to address a specific challenge in local advertising: understanding where competitors spend across an increasingly fragmented television landscape.
Top Insights
- Cross-channel visibility: Integrates competitive spend data spanning broadcast, cable and streaming.
- Local market coverage: AdImpact reports coverage across 41,000 ZIP codes and 210 markets.
- Sales intelligence: Helps media sellers identify potential advertiser prospects and market opportunities.
- Planning support: Gives buyers additional context for evaluating competitor activity across linear TV and CTV.
- Political advertising relevance: The integration arrives ahead of the 2026 U.S. midterm elections.
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