Linear TV Remains a Powerful Force in Today’s Marketing Mix

Why Linear TV Remains a Powerful Force in Today’s Marketing Mix

In today’s digital-first world, some may question whether linear TV is still relevant. At Diray Media, we know it’s not only relevant—it’s a cornerstone for achieving a truly integrated marketing strategy. Despite the ongoing growth of digital media, linear TV holds unique advantages that are hard to replicate, making it an indispensable tool in the marketing mix.

Broad Reach and High Engagement

Linear TV still captures a massive, diverse audience. According to recent Nielsen data, linear TV accounted for nearly half of all TV viewership in June 2024. This extensive reach allows brands to get in front of audiences that digital platforms often can’t match. Moreover, viewers tend to engage with linear content more deeply. When people tune in, they’re often focused—whether it’s for live sports, breaking news, or primetime TV. This level of engagement consistently drives campaign performance, with over half of advertisers in a recent Video Advertising Bureau study citing linear TV as their most valuable video tactic.

The Draw of Scheduled Programming

Linear TV’s scheduled nature brings a unique advantage: it promotes live viewing. Unlike on-demand digital content, live programming creates urgency and anticipation, with viewers tuning in at specific times for major events, from the Super Bowl to the Olympics. These moments deliver massive, simultaneous reach—like the 123 million viewers who tuned in for the 2024 Super Bowl. Digital platforms rarely see this scale of live, collective engagement, making linear TV a prime choice for brands aiming to reach wide audiences all at once.

Built-In Trust and Credibility

Another compelling advantage of linear TV is its built-in credibility. Viewers have long trusted traditional TV channels for accurate news and quality entertainment, which extends to the ads they see there. MarketingSherpa found that 80% of consumers trust TV ads when making purchasing decisions, far outpacing trust levels for digital ads. For brands, this trust translates into more meaningful connections with consumers, bolstering credibility and enhancing brand reputation.

Amplifying Digital Efforts with TV

While powerful on its own, linear TV truly shines when paired with digital media. This combination allows brands to leverage the broad reach of TV with the precision of digital targeting, amplifying both channels’ effectiveness. Together, these platforms create a holistic marketing strategy that can engage audiences at every stage of their journey.

Precision with Data-Driven Targeting

Today’s linear TV capabilities offer even greater precision with data-driven targeting. Addressable TV allows ads to reach households based on demographics and behavioral data, bringing digital-style targeting to traditional TV. This means brands can deliver personalized messages with all the scale and impact of linear TV.

As brands strive to stand out in an increasingly crowded market, linear TV offers irreplaceable benefits that digital alone can’t match. At Diray Media, we harness the strengths of linear TV alongside digital channels to create a marketing mix that maximizes impact, visibility, and, ultimately, results.