What is Linear TV?

Linear TV is traditional scheduled television delivered through broadcast, cable, or satellite, where everyone in a coverage area watches the same programming and the same ads at the same time. It contrasts with streaming, where content is on-demand and ads can be targeted per household.

Linear advertising is bought against programs and dayparts with broad demographic ratings; there is no household targeting, no impression-level reporting, and typically high minimum commitments.

Audiences have shifted decisively to streaming, which is why advertisers increasingly move budget from linear buys to CTV, where the same TV screen is targetable and measurable.