the Super Bowl it’s less than two weeks away, and you can watch a new one TVespecially if you are thinking of buying one during the October or Black Friday sales. But how much are you willing to pay for your TV Granted want?

CNET’s TechPulse findings show that US adults plan to spend an average of $1,177 on a new TV. In fact, that’s how many CNET TV editors, Ty Pendleburysaid he will spend.

However, 42% expect to make some sacrifices on their TV wish list, including a bigger screen (11%) and high-quality pictures (6%). Luckily, since the 2026 models are coming out this spring, now is a good time to score a deal on a 2025 model.

For example, the Samsung S90F OLED TV is our Editors’ Choice for the best all-around TV. Last year, it cost $2,500 at retail price. Today, you can find the same TV for $500 to $1,000 less, depending on the size and retailer. It has top-notch OLED picture quality and fast motion.

Here’s an in-depth look at what else CNET’s findings reveal and expert advice on how to get the best TV for your money.

CNET’s top TV picks

US adults want a new TV for a bigger screen

Nearly 4 in 10 (37%) of US adults want to upgrade their TV for a bigger screen. Half of those surveyed want a TV screen of 65 inches or larger.

A bigger screen is my top motivator for a new TV, too. After buying a house with a bigger master bedroom, I found myself watching my small TV. Most TVs have Ultra HD 4K resolutionand you have to sit close or get a bigger screen to see all the details. And even if you’re sitting at the recommended distance for ideal TV viewing, you may still need a bigger screen to get the full 4K effect.

Pendlebury says that if you’re going to upgrade, consider a larger size than you originally wanted. For example, if you are upgrading from a 50-inch in a 65-Inchthink a 75-inch TV if not too big for your room. You may be upgrading less for a few years, so growing up now may prevent you from buying a new TV sooner.

As a bigger screen can make a difference in watching movies, it’s best to measure before you buy.

Most US adults want high-quality pictures on their TVs

Nearly three-quarters of US adults (72%) say the most important feature of a new TV is a high quality imagewhile 60% mentioned the bigger screen. Here’s a closer look at the must-haves:

It is important to know which details Granted show high quality shows, movies and games. Pendlebury says it all comes down to comparison.

“The first thing people notice is the difference. You can see the brightness, which is what you see every time you walk into a TV store – they have TVs jacked up to the brightest thing,” said Pendlebury. “But if you have a TV in your house, you will notice the difference.”

For example, the big difference you’ll notice with good contrast is how well the TV displays shadows and highlights. Brightness is also worth considering for high-definition resolution movies or games. However, color is not as important as brightness and contrast.

“When you walk into a TV store, and they’re so bright and colorful, you know you’re not going to look inside like that unless you’re watching a video game. So the colors aren’t as important,” Pendlebury said.

The big difference for an entry-level TV and a high-end selection is the ability to display fast motion, high brightness and shadow detail together, Pendlebury said.

There are different price levels. If you’re looking to spend under $500, you can probably get one LCD TV with backlight and several zones. Meanwhile, for $1,000, you can get an LCD TV with a mini-LED backlight. Ideally, look for an LCD with a backlight and multiple zones that mimic the look of a OLED or plasma TV, with good contrast. This shows very bright and dark parts of the picture, says Pendlebury. OLEDs are typically more expensive, and may be worth considering if you plan to spend more than $1,000, he added.

“If you can afford a TV with OLED, or an OLED, that’s what I would recommend because they have the best picture quality for the money,” he said.

Pendlebury recommends the Samsung S95F for the best image quality. It has good contrast, viewing angle and reduced glare, which helps in bright rooms. The Samsung S95F costs around $2,300.

Nearly half of US adults want good portions

Among the top features, 42% of US adults want smart features for their TVs, such as voice control and smartphone connectivity, and 31% say they need smart home integration. CNET experts say that the best smart TV picks can range from $100 to $2,000 — depending on retailer, size and other features. And early TVs often have more useful smart TV systems compared to more expensive options with better picture quality.

However, if smart home connectivity and smart features are high on your TV feature list, CNET recommends the TCL QM8K series. It has good picture quality, Google TV and connection for popular gaming consoles. The LG OLED C4 is a high-end smart TV option priced at $1,300.

Surprisingly, AI integrations are not at the top of the list for TV buyers

Google combines the Gemini AI assistant on some TVs last fall, so you can ask Gemini to provide TV show recommendations, adjust TV settings, create artificial intelligence images and even provide upcoming game times. This is a convenient feature that I use occasionally from my remote. Honestly, it’s not a make-or-break on my list of top features.

AI is not necessarily present in most US adults. Only 12% of those shopping for a new TV say artificial intelligence integration is the most important feature. CNET found that other features are more important — including access to a wide selection of apps, such as YouTube and Netflix (47%), a good warranty and technical support (45%) and the ability to connect wired devices (45%).

Some US adults still find other aesthetic features important, such as a thin, light design (37%), an attractive and stylish design (25%), and the ability to display art and photos when not watching TV (15%).

Read more: These are the Most Surrounding TVs at CES 2026

3 TV shopping tips to know before you buy

Planning to buy a new TV in the coming weeks for the big game? Pendlebury offers expert advice on choosing the right TV for your home.

1. Know your budget

The best TV is the one you can comfortably afford.

“There are some great TVs you can get at the entry level, between $200 and $300, that look like very expensive TVs,” Pendlebury says. One of his recommendations is CNET’s best budget TV — the Hisense QD7QF. It has good contrast, perfectly saturated images and costs about $350.

Staying within your budget may mean sacrificing some of your favorite features, such as a larger screen or better picture quality. If you have to choose, go for the best photo quality first, then choose your size, says Pendlebury.

2. Know the size you want (and need)

Before you buy, make sure you measure the space and use the Society of Motion Picture and Television Engineers’ equation to get the right size. Sometimes bigger screens aren’t always the best.

CNET experts have trouble fitting a 115-inch TCL TV on a freight elevator, and while that’s not a concern for most, you’ll want to make sure it fits over any stairs and doorways. And above all, make sure the TV can be safely installed in a room before buying. Imagine getting a big TV that takes up half of your room and looks uncomfortable.

3. Know what features of the TV you plan to use the most

Some features look great, but may not work well depending on how you plan to use the TV. That’s why Pendlebury recommends knowing which features you need and planning to use the best ones. For example, gamers and avid movie watchers may need a high resolution and gaming connection. While I just need to TV apps and a screen that doesn’t hurt my eyes. Knowing what you need now and in the future will save you money and stress when your options are narrowed down.

procedures

A quantitative survey was conducted online between October 27 – November 9, 2025, with US adults aged 18 to 70. More than 3,700 people participated in two parts: N=2,665 CNET Media Group consumers and a Nationally Representative sample of N=1,050 adults reflecting the US Census Region and Age distribution. The data are quantitative in nature, and comparisons between the CNMG Total and National Sample are statistically significant at the 95% confidence level.