TCL FFalcon, the internet services arm of TCL Electronics—the world’s leading consumer electronics company—and Affinity Global, a leading advertising technology holding company, announced Affinity will serve as a primary demand partner for TCL’s Smart TV advertising ecosystem, giving global brands a streamlined programmatic pathway to reach audiences in more than 160 countries across Europe, the United States, Asia-Pacific, and Latin America. This collaboration arrives as the global CTV industry experiences explosive growth, with eMarketer forecasts CTV ad spending will increase by 14.5% year-over-year to reach a staggering $37.95 billion in 2026 and WARC projecting that CTV will command over 40% of all global television advertising spend by 2030.
By integrating directly with TCL’s expansive Smart TV interface and streaming channels, Affinity will channel premium global advertising demand into TCL’s ecosystem. With streaming having captured over 42% of all U.S. TV viewing time in 2025 according to Nielsen, this partnership unlocks highly engaged audiences for advertisers. The alliance not only maximizes the value of TCL’s premium inventory but also firmly positions Affinity as a key strategic demand partner in the fast-evolving living room economy.
The collaboration leverages industry-standard protocols to facilitate seamless ad delivery through automated, auction-based ad buying that gives media buyers real-time control over where and how their campaigns run, providing advertisers access to premium inventory across TCL’s massive global footprint. TCL’s inventory is made available via programmatic deals, giving buyers full control and transparency over their campaigns. This robust technical integration ensures that a high percentage of TCL’s available ad inventory is sold across its AVOD (Advertising Video On Demand) and FAST (Free Ad-Supported Streaming TV) channels, creating a streamlined pathway for global brands to reach high-value audiences in a brand-safe environment.
“Through this partnership, brands will now gain access to TCL’s premium touchpoints, paired with Affinity’s creative intelligence and AI-powered optimization,”
“This partnership marks a defining moment for performance-driven advertising on connected TV.” added Bharat Sharma, Chief Operating Officer at Affinity Global. “Together, TCL and Affinity bring the scale, technology, and creative expertise to deliver advertising experiences that are genuinely useful to viewers and genuinely effective for brands. We’re not just reaching audiences – we’re reaching the right ones, in the right context, with measurable results.”
The partnership significantly expands advertiser access to TCL’s comprehensive TV ecosystem. Brands gain the ability to engage users across a diverse range of touchpoints, from the TV home screen, the first thing viewers see, to premium in-stream video slots and various other placements. This diversity provides advertisers with a wider spectrum of high-quality traffic options, ensuring their campaigns scale effectively across millions of households worldwide.
Advertisers benefit from TCL’s premium inventory delivered through Affinity’s creative platform, which provides rich, engaging, and high-impact ad experiences.
“At TCL, we are committed to building a world-class smart TV ecosystem,” said Rebecca Wan, Head of BD at TCL FFalcon. “Partnering with Affinity brings strong global demand and programmatic expertise to our platform, allowing us to unlock new monetization opportunities across our growing AVOD and FAST channels while maintaining a premium, seamless viewing experience for our users.”
By combining TCL’s immersive hardware and Affinity’s creative and AI-powered optimization, brands can be assured their messages will cut through the clutter, resulting in a premium, non-intrusive experience that respects the user’s viewing journey while maximizing engagement metrics for advertisers.
Both companies share a vision to drive long-term value for the modern living room. As the CTV sector evolves, TCL and Affinity will continue to innovate at the intersection of hardware and advertising technology, creating a sustainable, value-driven environment that benefits brands, publishers, and global audiences alike.
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Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives
