Linear TV is a traditional system in which the person watches a TV program on schedule, while it is broadcast on its original channel. TV shows broadcast via Linear TV can be recorded on a DVR and watched later. Linear TV is still one of the largest sales markets today, but its coverage is fragmented. Everything is explained by the huge competition on television, which only increases every year.
Benefits of Linear TV
- It is the largest market in the world for its industry
- Can use a variety of the latest platforms. These platforms have increased the level of automation and data-driven decision making in the purchase of television media
- May use a variety of authority and outside information, other than Nielsen. This is done in order to make smarter decisions about which TV inventory to purchase.
- The ability to buy niche networks, which ultimately can lead to lower costs and expand coverage than with a simple frequency.
Linear TV Advertising Challenges
- Reach is fragmenting due to the increasingly competitive advanced TV space
- Outdated policies and currencies may be prejudged by audience targeting.
- Given data availability, targeting is broader and less detailed than CTV and OTT
