You’d be forgiven for thinking that cable is a thing of the past. Or even wondering, “what is linear TV?”

To help shed some light, we’ll dive deeper into linear tv, explain what makes it different, showcase its relevance in modern viewing habits, and list the reasons it continues to hold value for many audiences.

What is Linear TV?

This type of television refers to the traditional form of television broadcasting where programs are scheduled to be broadcast at specific times on particular channels. Viewers tune in at the set times to watch their favorite shows, news broadcasts, or live events.

In essence, it’s what you think of when you think of traditional, cable TV.

This contrasts with other forms of television such as:

• Programmatic TV: Uses automated data-driven processes to buy advertising slots in real-time.

• Connected TV (CTV): Streaming content via internet-connected devices like smart TVs, gaming consoles, or streaming devices.

• Over-the-Top (OTT): Content delivered directly over the internet, bypassing traditional cable or satellite services, e.g., Netflix, Amazon Prime.

Understanding these distinctions is important because each medium has unique advantages and applications, but linear has some irreplaceable features.

The Relevance of Linear TV

Audience Reach and Engagement

One of the primary strengths of linear TV is its unmatched reach. Despite the rise of digital platforms, linear TV continues to attract large audiences, particularly for live events such as sports, award shows, and news broadcasts.

These events often capture millions of viewers simultaneously, providing advertisers with the opportunity to reach a mass audience in real-time.

Trust and Credibility

Linear TV has established a high level of trust and credibility among viewers over the years.

Traditional news channels and broadcast networks are often seen as very reliable sources of information.

Advertisements aired on these channels benefit from this trust, enhancing brand credibility.

Targeted Advertising

Contrary to popular belief, linear TV is not devoid of targeted advertising capabilities.

Advances in technology allow for more sophisticated audience targeting based on demographics, geolocation, and viewer behavior.

This allows advertisers to deliver more relevant ads to specific audience segments—improving campaign effectiveness.

Complementary to Digital

Linear TV should not be seen as a competitor to digital platforms, but rather a complementary medium. Multi-channel marketing strategies that integrate linear  with digital, programmatic, and CTV campaigns can create a cohesive and comprehensive approach. This synergy helps in reinforcing brand messages across various touchpoints—maximizing reach and engagement.

The Myth of Cable Cutting

The concept of “cable cutting” refers to the trend of consumers canceling their traditional cable TV subscriptions in favor of digital streaming services.

While this trend exists, it’s important to note that it does not spell the end for linear TV. Here’s why:

Hybrid Viewing Habits

Many households now adopt a hybrid approach to viewing, combining traditional linear TV with digital streaming services. This means that while they may occasionally cut down on cable expenditures, they still tune into linear for certain types of content, especially live events and news.

Evolving Content Delivery

Broadcasters are adapting to changing viewer preferences by offering content across multiple platforms.

For example, many traditional networks have developed their own OTT services, allowing viewers to access linear content through digital means. This convergence ensures that linear TV content remains accessible, irrespective of the viewing platform.

Continued Investment

The television industry continues to invest heavily in high-quality content production and innovative broadcasting technologies. This investment highlights the ongoing relevance (and importance!) of linear TV, ensuring that it remains a key player in the media world.

All in all, the question, “what is linear TV and why does it still matter?” is important to readdress and answer as the media landscape continues to change.

Its ability to reach large audiences, establish trust, offer targeted advertising, and complement digital strategies makes it an indispensable tool for advertisers and marketers.