Linear TV is traditional television — programming delivered via cable or broadcast at a specific time on a specific channel and watched in real time.
Are you one of the 5.9 million people who can’t miss the Thursday night broadcast of NBC’s Law and Order: SVU?1 Is the 6:00 P.M. nightly news a ritual in your home? How about Sunday Night Football? If you’ve ever had a standing date with your couch to tune into a favorite show or game, then you’re a linear TV viewer.
Connected TV (CTV), by contrast, refers to streaming services that let audiences choose what to watch and when. While linear TV tends to attract slightly older audiences and CTV younger ones, viewing time is now almost evenly split between the two platforms. As of May 2025, Nielsen reports that 44.8% of TV consumption takes place on streaming services and 44.2% on broadcast and cable networks.2
By bringing viewers together to watch the same program at the same time, linear television continues to create moments of cultural connection that brands can tap into.
What is linear TV advertising?
You’re likely just as familiar with linear TV advertising as you are with linear TV, itself. When your favorite show breaks every 10 to 15 minutes for a few minutes of commercials, that’s linear TV advertising.
Linear TV advertising offers brands something few other platforms can match: scale. It can deliver your message across neighborhoods or across the nation, providing brand-safe environments and building trust through premium content. Whether you’re a local business looking to reach potential customers in your area or a national brand eager to engage millions at once, linear TV remains one of the most effective ways to connect with audiences and drive results.
CTV vs. linear TV: What’s the difference?
Understanding how CTV and linear TV differ helps advertisers decide where to invest their budgets and how to reach audiences most effectively.
Ad formats
Linear TV relies on a single, time-tested format — commercials placed within scheduled programming — to reach audiences during live telecasts. Because of their placement within favored programming and exciting, live events, linear TV ads remain one of the most trusted and influential types of advertising.3
CTV’s internet-based delivery supports multiple creative formats — from standard commercials to choose-your-own-ad experiences. These expanded options give marketers more ways to connect with audiences and gather performance insights.
Targeting
Historically, TV advertising was sold by time slot, with one ad shown across an entire geographic region. Modern technology has made audience segmentation far more precise. Today, linear TV advertisers can target by geography, demographics, and even interests. With addressable advertising, brands can more precisely target households within specific audience segments — and even deliver different ads to different segments – bringing a digital-like level of precision to traditional TV.
CTV takes targeting even further. Advertisers can tailor messages to specific audiences using data such as interests or shopping trends. While this level of targeting makes CTV campaigns appealing to advertisers, it’s important to note that CTV programming contains fewer ad breaks than linear TV. This means that while advertisers can target audiences at a more granular level, the overall exposure is less than on linear television.
Because both formats are powerful, multiscreen advertising delivers the best of both worlds. Multiscreen campaigns combine traditional and connected TV placements to reach viewers across all platforms — those watching live telecasts and those streaming on demand — so no audience segment is missed.
Harness the power of traditional TV with modern advertising
Today’s linear TV advertising is more segmented, data-driven, measurable, and cost-effective for marketers, preserving its place as an essential part of modern media strategies. Building on the reach, trust, and connection that come from premium content and shared viewing experiences, linear TV plays a vital role in campaigns that span across platforms—working alongside digital and streaming to deliver the scale and impact that drive results.
Ready to see how linear TV fits into your marketing strategy? Contact us to start reaching your audience wherever—and however—they’re watching.
Sources:
1. The Hollywood Reporter, “‘Law & Order’ and ‘SVU’ Renewed at NBC” May 2025.
2. Nielsen, “Viewing to Content with Ads Gained Share to 73.6% of Overall TV Viewing in Q2,” May 2025.
3. Nielsen, “Trust in Advertising 2023”; Kantar, “Media Reactions 2023.”
4. Nielsen, “The Gauge,” September 2024; TVB, “Media Comparisons Study 2024.”