Why TV Still Wins

The common narrative that linear TV is dying overlooks a critical reality: for marketers who understand how to buy it smart, traditional TV remains the most efficient foundation for building brands and driving measurable growth.

While streaming captures headlines, linear TV still dominates where it matters most for advertisers:

• It delivers the vast majority of ad-supported impressions and advertising reach,
• commands unmatched attention on the biggest screen in the home,
• operates in a professionally curated and brand-safe environment that digital platforms struggle to match, and
• now offers the same accountability and performance metrics that digital marketers expect.

TV’s opportunity is particularly strong in undervalued entertainment programming, where smart marketers find efficiency that premium sports placements can't deliver. But capturing this value requires modernizing the approach—moving beyond traditional daypart-and-demo buying toward audience-based planning, diversified inventory strategies, and rigorous outcome measurement.

This paper makes the case for why linear TV still wins: attention, reach, trust, accountability, and untapped efficiency. It's written for marketers who already believe TV matters but need compelling arguments and current data to justify smarter investment internally—and to understand exactly how the medium has evolved to meet modern marketing standards.

Linear TV's power isn't automatic. It's unlocked through smarter deployment. This paper shows you why it's worth it.