Linear TV has changed, especially in the context of advertising. The best linear TV definition is traditional TV in which video content is programmed and watched in accordance with a schedule. Cable and satellite TV providers deliver linear TV directly into homes and businesses across the country. In contrast, streaming video is presented to specific customers, primarily through the internet.
On this page
Linear TV Advertising Explained
Linear TV advertising is an approach that relies on conventional broadcast TV to convey information. Ads are weaved into programs aired on networks and channels at specific times of the morning, day and night. Such ads take the form of commercials, infomercials and more.
The beauty of linear TV is it connects businesses to consumers at just the right moment — when they are already engaged, and primed to receive a message. Moreover, advertising on linear TV empowers businesses to zero in on specific target demographics within the viewing audience. Such a focus sets the stage for businesses and advertisers to deliver carefully tailored messages for optimal impact.
Why Linear TV Ads are Still Effective
Though some argue linear TV is being somewhat phased out as time progresses, the truth is it is still a formidable competitor. The cost of streaming video content has inched upward in recent years, creating the potential for the cost of several streaming video services to match or surpass the cost of conventional linear TV. As a result, ads aired on linear TV are still highly effective.
Linear TV advertising presents a golden opportunity to expand a business’s reach, connecting to a wide audience, especially when commercials air in prime time. If your aim is to connect with a mass market or a general audience, choose linear TV for your ads and you’ll get the word out with ease.
Ads placed on linear TV are also effective for targeted advertising. Such ads can be selectively aired when certain demographics are tuning into programming or even in certain geographic regions. However, the burden is on the business head or marketer to strategically select ad placement on linear TV. Create and deliver ads that make a lasting impact on viewers and they will be inclined to convert into paying customers.
Advertising During Live Events
When in doubt, employ a broad-based linear TV advertising approach and air commercials during live events. From awards shows such as the Oscars to sporting events such as the World Series, there are numerous live events that draw millions of viewers. Though some of the viewing audience won’t have an interest in the value offering presented in commercials, a portion of that audience will be inclined to learn more about the product/service or make a purchase after seeing the ad.
Live TV is appointment viewing, meaning people have a strong desire to consume the video entertainment in the moment rather than waiting to watch it from stored footage on the DVR. Those who go out of their way to consume live content aired on linear TV are more than willing to sit through commercials, likely actively watching and listening to those ads while eagerly awaiting the return of the live event.
Gauge the Results of Your Linear TV Advertising Campaign
Advertising on linear TV empowers business owners and managers to quantify results. The size of the audience that views such ads can be measured with surprising ease. Analyze the results of your linear TV advertising campaigns with regularity and you’ll have all the information necessary to track their success (or lack thereof) and make modifications accordingly.
The optimal approach to linear TV advertising evaluation involves a comparison of ratings across several channels. Quantify the viewership of the ads on each channel they are aired and you’ll have the data necessary to obtain a better understanding of the audience’s viewing habits and preferences.
Linear TV Ads Will be Effective far Into the Future
Though there is the potential for a new entertainment technology to emerge or for streaming video services to capture even more market share, industry experts unanimously agree linear TV is here to stay. As time progresses and entertainment options expand, linear TV could easily lose more market share or regain lost market share. The outcome hinges on variables ranging from pricing fluctuations to demographic alterations and beyond.
The bottom line is the vast majority of people living in the United States watch linear TV to a certain extent. Business owners and managers looking to tap into the full extent of linear TV’s reach should be aware that its primary appeal is to older individuals. The average linear TV viewer is 55-years-old. Moreover, nearly 85% of those who watch linear TV are 35+.
Though the statistics listed above are a bit alarming, the silver lining is adults have more discretionary income than youngsters. Moreover, there are opportunities to narrowly target younger age cohorts through the placement of commercials on linear TV programs geared toward kids, tweens, teens and twentysomethings.
