As the digital landscape continues to evolve, it’s becoming increasingly important to ask: Does linear TV advertising still work? In this blog post, we’ll explore linear TV advertising, how it works, and whether it’s still an effective form of marketing.
We’ll also look at some of the pros and cons of using linear TV advertising so that you can decide if it’s right for your business. So keep reading to find out more about linear TV advertising!
What is Linear Television
Linear television advertising, also known as cable advertising, is a type of advertising that occurs through traditional broadcast television or cable networks. It is typically uninterruptible, meaning that viewers must watch an entire commercial or series of commercials before they can return to the programming they were watching.
Linear television has been the standard in the industry for decades, but with the rise of connected TV viewership, it has become less effective in reaching large audiences.
The marketing strategy typically involves purchasing advertising slots from a television broadcaster. The advertiser then creates a series of commercials during the purchased time slot.
Depending on the size and reach of the audience, this can be a very expensive form of advertising. As viewers can avoid commercials through services such as TiVo and streaming services, fewer people see these advertisements, leading to lower returns on investment (ROI) for many businesses.
The Current State of Linear Television
As more people access content on their connected devices, the traditional linear television model is gradually shifting to more of a digital environment. This shift has led many advertisers to question if linear television advertising is still relevant. Despite technological changes, linear television still has a place in the advertising landscape.
Cable advertising still reaches a large audience and offers marketers the ability to target specific audiences and have a measurable return on investment. While cable viewership is declining, connected TV viewership is increasing, offering marketers more opportunities for personalized ads across multiple channels.
For example, connected TV ad campaigns can target viewers based on age, gender, or interests to deliver ads that will be seen by those most likely to be interested in the product or service.
As consumers are becoming increasingly comfortable streaming content from their mobile devices, marketers should take advantage of this shift and reach their target audience wherever they view content.
The Pros and Cons of Linear Television Advertising
Linear television advertising, which encompasses traditional cable and satellite TV advertising, is one of the oldest forms of advertising. It remains popular among many businesses due to its wide reach and appeal. Here are some advantages and disadvantages to consider when utilizing linear TV advertising.
Pros of Linear Television Advertising
Broad Reach
Linear television is seen by millions of people and can be used to reach a wide range of audiences. Cable advertising allows marketers to target specific demographics such as age, gender, and location.
Affordable Rates
Compared to other forms of advertising, linear television has relatively low airtime rates. This makes it an accessible option for businesses with smaller budgets. However, there are often slightly larger upfront costs.
Cons of Linear Television Advertising
Limited Targeting Options
While linear television allows marketers to target certain demographics, there are still limited options compared to connected TV or social media platforms.
Long Lead Times
Producing and airing a television commercial takes longer than other forms of advertising. From concept creation to broadcast, the process usually takes weeks to months, depending on the complexity of the ad.
Increased Competition
With the prevalence of advertising messages on traditional television, businesses must create engaging and creative ads to stand out from the competition.
How to Make Linear Television Advertising Work for Your Business
If you’re looking to leverage linear television advertising to reach your target audience, there are a few key strategies you should consider. Cable advertising is a great way to increase reach and frequency while targeting specific demographics.
With cable advertising, you can place ads in programs based on the audiences that watch them and use frequency capping to ensure your ads don’t become over-exposed.
Additionally, connected TV viewership is a growing trend that can help you get the most out of your linear TV ad buys. Connected TV (CTV) is an umbrella term for streaming services such as Hulu and Netflix. CTV can retarget users that have seen your ads, allowing you to continue engaging with them over time.
Finally, make sure to track the performance of your linear television campaigns. Measure viewership and engagement levels to determine which channels and content types work best for you. This will enable you to refine your campaign strategy and make better decisions in the future.
Does Linear TV Still Matter for Advertisers?
Despite the rise of digital advertising, linear TV still matters for advertisers. Traditional cable advertising still holds an important place in the media landscape, providing access to high viewership and engagement levels among various audiences, particularly older ones.
Despite the increase in connected TV viewership and streaming options, traditional linear TV still commands the majority of television viewing hours, making it a key factor for media planning.
Each type of advertising has its strengths and weaknesses, so understanding the desired outcomes can help determine the most appropriate media mix for a campaign. Ultimately, linear television can still be an effective tool for advertisers when used strategically in combination with other media channels.
Who Watches Linear TV?
While linear television viewership has declined in recent years, it is still a viable option for those looking to reach a large and desirable demographic. Marketers should consider cable advertising and connected TV as important tools for television advertising.
