Volume 10 No. 2: Linear and streaming are both TV
Streaming or linear? For TV advertisers, it’s a big decision.
But it doesn’t have to be.
Both linear and streaming are "TV."
Each week, we break down another marketing trend so you can skip having a breakdown.
When allocating TV ad spend, marketers deliberate between linear TV, including cable and broadcast, and streaming options like CTV. They weigh the costs and benefits of each... Linear’s reach vs CTV's targeting. Linear’s lower CPMs vs streaming’s advanced measurement tools.
But consumers are far less concerned about the differences.
More than 50% of consumers say they don't see a difference between CTV and linear. And most watch a mix of linear and streaming TV.
Of course, some audiences are more weighted toward one type of TV viewing. Younger viewers spend extra time with streaming platforms like Disney+ and Hulu, while adults 50+ are the most consistent linear viewers.
But the ratio of linear to streaming viewership varies from week to week, depending on content. A major sports event or news story increases linear viewership, while Netflix releasing a highly anticipated show draws people to streaming. Over time, though, most people watch across multiple forms of TV. And they see fewer differences in their viewing experiences than advertisers might think. To consumers, it’s all just “TV.”
Key Takeaway: It's time to end the battle between linear and streaming. Instead, follow consumers’ lead and look for how the two can work together.
The Growth Lab
Question: How do you balance multiple goals in the same project or campaign?
We ask an experienced group of business leaders, marketers and statisticians about strategies for success.
Answer: "Some goals can cannibalize or work against others. That’s why it’s imperative to sort campaign objectives into primary and secondary priorities. This seemingly small change should guide decisions across the team through the execution process and ensure you're not solving for secondary objectives at the expense of overall success."
— Ron Blevins, VP Media
Ron is constantly exploring new ways for brands to connect with their customers. But outside of work, Ron can usually be found spending time with his family.
Listen: The Knowledge Project
Here we celebrate books, podcasts, videos, and influencers that are actively pushing marketing into the future.
The Knowledge Project shares others’ knowledge so you can apply what they’ve learned in your own life. Host Shane Parrish interviews CEOs, entrepreneurs, scientists and authors about everything from strategic goal setting to better decision-making. Conversations are based on psychology and neuroscience but include personal experience.
Our favorite insight? Simplicity scales. LinkedIn co-founder and former PayPal executive Reid Hoffman discusses the types of plans that make it long-term. He argues it’s the simplest plans that scale successfully.
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