What Is Linear TV? How Linear Advertising Works (2025)

Advertising, Connected TV

In the ever-evolving landscape of media consumption, Linear TV Advertising stands as a testament to the enduring power of traditional television marketing. Yet as viewing habits shift dramatically toward streaming, linear TV’s role has evolved from default choice to strategic complement.

But what is linear TV, and how does it work? In this article, we’ll explore linear TV’s unique positioning in the marketing mix, its mechanisms for targeting audiences during peak viewing times, and its relevance in an age where streaming services are taking over.

What Is Linear TV?

Linear TV is traditional, scheduled broadcast or cable television where viewers tune in at set times rather than streaming on demand. Streaming dominates overall viewing, but linear still delivers a broad, simultaneous reach during live events and prime-time programming.

Is Linear TV Still Relevant?

While Linear TV viewing still holds some form of nostalgia, especially with a mature audience, changes in consumption habits have affected the way marketers view Linear TV as an advertising tool. In May 2025, streaming surpassed linear TV in total US viewership for the first time (44.8% for streaming vs. 44.2% for broadcast and cable combined).

And wherever the viewers go, advertisers aren’t far behind. U.S. linear TV ad spend is expected to dip to $55.2 billion in 2025 (down 7% YoY) and fall further to $48 billion by 2026 as budgets migrate to Connected TV (CTV). On the other hand, CTV ad spend is expected to grow to $46.89 billion by 2028.

So, will linear TV go away? Not any time soon, but its impact is diminishing over time.

What Is Linear TV Advertising?

Linear TV advertising refers to the commercials that are broadcast across scheduled television programming via satellite or cable networks. These ads are placed within specific time slots, targeting audiences tuned into shows, news, or events at predetermined times.

Unlike digital advertising, linear TV ads reach a broad audience simultaneously, capitalizing on high viewership periods to maximize exposure and impact.

Linear TV vs Connected TV (CTV)

Connected TV (CTV) refers to televisions that can connect to the internet and stream digital content, enabling advertisers to target specific audiences with precision.

The primary difference between CTV advertising and linear TV is that CTV offers targeted, data-driven ad placements, while linear TV broadcasts ads to a broad audience with minimal personalization.

Linear TV vs Over-The-Top (OTT)

Over-the-top (OTT) refers to the delivery of TV content via the Internet without requiring traditional cable or satellite TV services.

The main difference between OTT advertising and linear TV is that OTT allows advertisers to reach viewers on any device connected to the internet (not just smart TVs), offering more flexibility and targeting options than traditional linear broadcasts.

Linear TV vs. Streaming TV

Streaming TV provides viewers with on-demand access to a vast library of content over the Internet, allowing for greater convenience and choice.

Like CTV and OTT, streaming advertising can be precisely targeted and measured, while linear TV reaches a broader, less defined audience through scheduled programming.

How Does Linear TV Advertising Work?

Prerecorded programming, hosted on a server, streams through linear TV on a set schedule. Software is used to determine both the timeslots for the shows, as well as the accompanying advertisements that go along with them.

The obvious exception here would be for live events, where raw footage is received, edited in near real-time, and sent to viewers, often on a very slight time delay.

However, for an advertiser, here’s how the process works:

• Ad Placement Planning: Advertisers select specific time slots and programs that align with their target audience’s viewing habits, aiming for maximum exposure during peak hours.
• Audience Targeting: While granular targeting isn’t possible, advertisers choose shows, networks, and time-slots that best align with their target demographics.
• Creative Development: A commercial is produced, featuring engaging content designed to capture the attention of viewers and convey the advertiser’s message effectively.
• Media Buying: Through TV media buying agencies, advertisers purchase ad slots from TV networks, paying for placements based on the expected audience size and the commercial’s length.
• Broadcasting the Ad: The commercial is aired during the selected programs and time slots, reaching viewers watching the show live on their television sets.
• Performance Measurement: Since first-party measurement is limited compared to digital, advertisers often rely on third-party data, surveys, and panel-based measurement (e.g., from Nielsen) to estimate reach, frequency, and gross rating points (GRPs).

For advertisers, getting your ads on linear TV can feel a bit intimidating. The easiest way is by working directly with an advertising agency that specializes in negotiating deals with cable companies. The entire process is beyond the scope of this particular post, so if you want the ins and outs, check out this piece on cable TV advertising.

Advantages Of Linear TV Advertising

On-demand streaming on CTV platforms is quickly pulling ad revenue away from linear TV advertisers, but there is still a future for linear. Here are a few notable benefits of linear TV advertising.

Advertise During Live Events

For now, linear television is still a viable option for reaching audiences during live TV programming. Whether it’s a sporting event like the Super Bowl, news broadcasts, morning shows, or shows that involve live audience voting, there is still demand for linear TV programming.

Capture Ad-Supported Inventory at Scale

Because ad-supported streaming is growing but still fragmented across many platforms, linear holds the majority of ad-supported TV inventory. According to the 2025 “Ad Supported Gauge,” broadcast and cable together deliver 54.7% of ad-supported viewing time, compared to 45.3% for streaming.

Reach Older Demographics

Adults aged 65 and older spend 75% of their TV viewing time on linear TV (broadcast and cable), while those aged 50-64 spend 63% of their time watching linear. Younger generations spend significantly less time on linear TV, with Gen Z dedicating only 15-20% of their TV time to linear TV (38-43 minutes daily, versus 1 hour and 51 minutes on streaming), making it clear that linear TV still holds a strong place for advertisers targeting older audiences.

Reliable, Broadcast-Scale Reach and Frequency

Because linear TV delivers large, scheduled, and somewhat predictable audiences, advertisers can plan for reach and frequency at scale. This is useful for awareness, branding, and broad-market campaigns. For some advertisers, especially those selling widely relevant products or services, that broad reach remains valuable.

Disadvantages of Linear TV Advertising

Here are some of the main challenges and limitations of Linear TV advertising: 

Limited Measurement and ROI Assessment

Linear TV advertising lacks the advanced tracking and measurement capabilities found on digital platforms, making it difficult for advertisers to obtain real-time data and insights into audience engagement. This limitation hinders accurate assessment of return on investment (ROI), leaving advertisers without clear campaign insights.

Ad Skipping and Declining Viewership

The effectiveness of linear TV ads is diminished as viewers increasingly use DVRs and fast-forward through commercials, resulting in reduced exposure and impact. Additionally, the steady decline in linear TV viewership, as audiences migrate to streaming platforms, means advertisers have a shrinking audience base to reach through traditional TV advertising methods.

Higher Relative Waste for Narrow Audiences

If your target audience is niche or highly specific (young adults, affluent urban shoppers, etc.), linear’s broad-reach nature can lead to inefficiency. Many exposed viewers may fall outside your target demographic, leading to wasted impressions.

Higher Costs and Demographic Limitations

Prime-time slots, popular shows, and live events command high rates, but their value is based on broad reach, not precision. For advertisers seeking ROI-focused, performance-driven outcomes, high costs without targeting can make linear less appealing.

How Much Do Linear TV Ads Cost?

The cost of TV advertising can vary widely, influenced by a range of factors that affect pricing and impact. Unlike digital advertising, where costs are more transparent and often based on metrics such as clicks or impressions, linear TV advertising involves a more complex pricing structure.

Here are five of the largest cost drivers for linear TV advertising:

• Time Slot: The timing of an ad is one of the most significant cost factors, with prime time slots during popular shows costing significantly more than off-peak hours.
• Geographic Reach: Ads that air nationally across the country will cost more than those targeted to local or regional markets. The broader the geographic reach, the higher the price.
• Network Popularity: The network or channel on which the ad airs also influences cost, with top-tier networks charging more than niche or cable channels.
• Program Content: Ads placed during high-demand programs, such as hit TV series, live sports events, or special broadcasts like award shows, are more expensive due to their large audience draw.
• Ad Duration: The length of the commercial spot is another key cost driver, with 60-second spots costing more than 30-second or 15-second ads.

Cable TV CPMs usually fall in the $10–$25 range, but rates swing widely based on the network and time slot. Premium destinations (think ESPN or Fox News) can command $50 to $400+ for high-demand placements, while niche networks and local buys typically land on the more affordable end of the spectrum.

Linear TV Advertising Best Practices

Despite its shortcomings, linear TV can still be a good medium for some businesses. To maximize the impact of linear TV advertising, marketers should focus on the following best practices:

• Design for Broad Appeal: Since linear reaches a diverse, synchronous audience, craft creative that resonates broadly. Narratives should be clear, compelling, and memorable.
• Choose the Right Time Slots: Select time slots that align with your target audience’s viewing patterns. Prime time slots, while more expensive, often provide better reach and impact.
• Pair Linear with Digital/CTV Campaigns: Hybrid strategies often outperform single-format buys. Use linear for reach and frequency; CTV/streaming for precision, targeting, and performance metrics.
• Use Third-Party & Cross-Channel Measurement: Combine traditional reach/frequency data with digital metrics (site traffic, conversion lift) to assess true impact.
• Optimize Frequency & Budget Mix: Avoid over-saturating audiences. Balance how often ads run with reach goals, cost-efficiency, and campaign pacing.

Why You Need MNTN Performance TV

Linear TV advertising has long been a brand-building powerhouse, but without precise targeting and measurable results, it leaves performance on the table. MNTN Performance TV brings the power of Connected TV to advertisers looking for the reach of traditional TV with the data-driven precision of digital. Here’s how:

• MNTN Matched: AI-driven audience targeting ensures your ads reach engaged viewers, not just broad demographics.
• Premium CTV Inventory: Access top streaming networks and deliver high-impact ads alongside premium content.
• Automated Optimization: Machine learning fine-tunes your campaigns in real time to maximize performance and efficiency.
• Verified Visits™ Attribution: Track exactly how your TV ads drive site visits, conversions, and revenue—no guesswork needed.
• Real-Time Reporting: Get detailed insights into campaign performance, so you can adjust and improve with every impression.

Upgrade from linear to performance-driven TV with MNTN’s self-serve software. Sign up today.

Linear TV Advertising: Final Thoughts

While Linear TV advertising remains a powerful medium for reaching broad audiences through scheduled programming, the evolution of television consumption habits points to a clear trend toward digital, internet-based platforms.

Connected TV (CTV) advertising emerges as the definitive winner in this shifting landscape, offering advertisers the granularity of digital targeting with the immersive experience of traditional TV.