Guide
Linear TV advertising
A complete guide to linear advertising
Linear TV advertising operates on a traditional broadcast schedule where commercials air during predetermined time slots across cable, satellite, and broadcast networks. This approach enables advertisers to reach large, simultaneous audiences during popular programming when viewers tune in at specific times.
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What is linear TV advertising?
Linear advertising is the practice of placing ads during scheduled TV shows on broadcast, cable, and satellite networks. Viewers watch linear TV content as it airs live following set time slots. Advertisers buy commercial time from networks based on expected viewership numbers and ads run during natural program breaks. This creates chances to reach viewers during real-time viewing. It enables broad reach campaigns measured through companies like Nielsen.
Key characteristics of linear TV
Linear TV works on several key principles that set it apart from modern streaming options. These traits shape how audiences watch content and how advertisers reach their customers through traditional broadcast methods.
Scheduled programming
Programming follows fixed time slots set by broadcasters. This creates set schedules that viewers can expect and plan around. Networks organize content into blocks throughout the day. These range from morning news shows to prime time entertainment and late-night programming.
This scheduling creates appointment television. Audiences tune in at set times for their favorite shows. Prime time programming typically runs from 8 p.m. to 11 p.m. This timing lets advertisers plan campaigns around high-viewership periods when families gather around television sets for shared viewing.
Channel-based viewing
Content is broadcast through numbered channels that viewers navigate using remote controls or program guides. Each network has its own programming identity and unique audience reach.
Channels focus on specific content types. News networks emphasize current events while entertainment channels prioritize scripted series and movies. This helps advertisers find relevant audiences for their campaigns through smart channel and program selection based on viewer demographics and interests.
Traditional broadcast
Linear TV relies on established broadcast infrastructure. This includes transmission towers, cable systems, and satellite networks. This distribution method reaches households through telecom partnerships and hardware setups that provide signal coverage across geographic regions.
The broadcast model enables content delivery to millions of households at once using established distribution networks. Signal strength and coverage areas determine viewing access in different regions. This creates opportunities for both national and local advertising strategies.
One to many distribution
Linear TV broadcasts identical content to all viewers simultaneously, creating shared cultural experiences where everyone watching a particular channel sees the same programming and advertising content at the same time.
This mass distribution model generates simultaneous audience engagement during major events like sports championships or award shows. Advertisers can capture enormous reach opportunities when millions of viewers experience content together, creating powerful brand exposure moments.
Advantages of linear TV advertising
Linear TV advertising offers several key benefits that continue to attract advertiser investment despite changing viewing habits. These advantages reflect the medium's established infrastructure and broad audience access.
Mass reach potential
Linear TV can deliver enormous audiences for major programming events, with popular shows regularly capturing audiences in the millions. The Super Bowl consistently attracts over 100 million viewers, providing advertisers with reach opportunities that create shared cultural experiences.
Brand building power
Programming follows fixed time slots that create predictable viewing patterns audiences can anticipate. Advertisers can build consistent brand recognition through repeated exposure during popular programming.
Television's audio-visual format also enables compelling brand storytelling through sight, sound, and motion. Advertisers can create emotional connections with audiences in both national and local advertising campaigns.
Disadvantages of linear TV advertising
Traditional television advertising also presents significant challenges that have motivated many advertisers to explore alternative approaches. These limitations reflect changing consumer behaviors and technological capabilities.
High costs
Premium programming commands significant advertising rates that can strain marketing budgets, making linear TV inaccessible for many brands. Additionally, creating television-quality commercials requires professional video production teams, talent, and post-production services.
These elevated costs create barriers for smaller businesses. They cannot compete with large national advertisers for premium time slots. The combination of media costs and production expenses often exceeds budget capabilities for companies seeking cost-effective advertising solutions.
Broad reach
Television advertising reaches broad audiences. Advertisers must rely on program demographics rather than unique audiences that best align with their core customers.
This mass approach can result in inefficiencies, affecting campaign return on investment.
Measurement challenges
Traditional ratings systems struggle to capture modern viewing behaviors like multi-device consumption. These measurement gaps make campaign optimization difficult and prevent advertisers from understanding complete audience engagement patterns.
Attribution becomes challenging when viewers see linear TV ads but complete purchases through digital channels. This limits understanding of the customer journey and makes it difficult for advertisers to prove return on investment and optimize campaign performance.
In contrast, streaming platforms provide real-time measurement and detailed analytics that enable immediate campaign adjustments and performance optimization.
Linear TV vs. other TV forms
Broadcast advertising operates differently from emerging television advertising formats. These differences affect campaign planning, execution, and measurement approaches in several key areas.
Streaming TV advertising leverages internet-enabled devices including smart TVs, tablets, smartphones, gaming consoles, and connected TV devices to deliver relevant messages during on-demand content. Modern streaming platforms provide enhanced analytics including completion rates, frequency caps, and audience insights. This measurement sophistication enables real-time campaign optimization and performance improvement, contrasting with linear TV's broad reach approach.
Connected TV advertising leverages internet-enabled smart TVs to deliver relevant messages during streaming content. There are a variety of places for ad insertion, including content such as premium TV shows, apps that stream news videos, or Twitch livestreams via the Internet.
Over-the-top services bypass traditional television distribution by delivering content directly through internet connections. These streaming services include both subscription services and free ad-supported options that reach audiences across multiple connected devices.
OTT viewing continues growing as consumers seek content flexibility. Many households maintain both linear TV subscriptions and multiple OTT services to access diverse programming options, creating new opportunities for advertisers to reach engaged audiences.
Video on demand enables viewers to select and watch content from digital libraries without following broadcast schedules. This on-demand access appeals to audiences seeking convenience and control over their viewing experiences.
Advertising video on demand (AVOD) services provide free content supported by advertising revenue. These platforms create new opportunities for brands to reach engaged audiences through premium video environments while viewers accept advertising in exchange for accessing content.
Expanding beyond linear with examples
Case Study
MAPFRE, a Spanish insurance company, expanded beyond traditional advertising to reach audiences hard to reach on traditional channels like linear TV. Their goals were to reach a young adult audience (25+), rejuvenate the brand, and become top of mind for future buyers. Through Streaming TV ads and Twitch, they enabled authentic connections with gaming audiences. The campaign reached 2.6 million+ engaged viewers with livestreams garnering a 90% completion rate.
Case Study
Working closely with both Brand Innovation Lab and Twitch, Amazon Ads and Samsung Italy built a custom full-funnel campaign engaging five different personas and creating cross promotion and amplification between all solutions activated by Amazon Ads and Twitch, using ad products and placements like Fire TV, Amazon DSP, video ads, audio ads, Twitch audio, Twitch video, and Twitch livestream.
Case Study
Sofidel, a leading tissue paper manufacturer, implemented a comprehensive video campaign to introduce their eco-friendly Carta Camomilla brand to Italian consumers. Using Streaming TV ads, Sofidel deployed engaging 15-second pre-roll and mid-roll placements across premium content. The strategic timing of the campaign helped extend brand awareness beyond their linear TV commercial investment. This integrated approach helped Sofidel drive a 2.5% lift in offline sales.
Video ads solutions from Amazon Ads
Amazon Ads offers comprehensive video advertising and addressable TV solutions. From Prime Video and live sports to Twitch and third-party publishers, these solutions help brands connect with relevant audiences throughout their viewing journey.
Available to businesses whether or not they sell on Amazon, our video advertising solutions support various industries and objectives—from local restaurants and car dealerships to hotels and fitness studios. These flexible options help businesses of all sizes leverage the power of video advertising across Amazon's easy-to-use ad tech suite.
Show up alongside the content your customers love with Streaming TV ads. These full-screen, non-skippable video ads appear on Prime Video and live sports programming like Thursday Night Football, Twitch, Fire TV channels, and top third-party TV publishers and broadcasters.
Sponsored TV is a self-service advertising solution designed for brands of any size to reach and inspire audiences on the largest screen in the home. Powered by trillions of first-party shopping and streaming signals, these Streaming TV ads can help your brand connect with the right audiences, in the right time on streaming services like Prime Video and Twitch.
Prime Video ads help brands connect with relevant audiences using Amazon’s exclusive first-party signals and tools. Amazon Ads offers powerful ad tech tools that make it easier to drive results across the planning and activation stages of your Prime Video ads campaign and beyond.
Online video ads (OLV) are in-stream (before, during, or after video content) and out-stream (in non-video environments between text and images) ads across desktop, mobile, and tablet. Online video ads appear on Amazon-affiliated sites including IMDb.com and Twitch, as well as top third-party publishers.
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