Types of Television Advertising: What They Are and How to Choose

Television isn’t just the tube in the living room anymore – it spans everything from prime-time network broadcasts to binge-watched streams on a tablet. This guide covers all the different types of TV advertising, from old-school linear TV spots to the latest streaming and connected TV formats. We’ll break down traditional vs. advanced TV advertising and show how they actually work better together. Modern marketers are finding that a mix of both broad-reach linear and targeted streaming ads delivers the best results: linear TV offers unmatched mass reach for building brand awareness, while connected TV (CTV) and over-the-top (OTT) streaming bring precision targeting and interactivity. In fact, about 70% of consumers watch both linear and streaming content, so using both helps you cover your entire audience and manage frequency across platforms.

By the end of this guide, you’ll understand the pros, cons, costs, and use cases for each major type of TV advertising. Whether you’re a small business owner or an agency, you’ll see how traditional and advanced TV ads can complement each other to amplify your message and maximize impact. Let’s dive in!

What Are the Different Types of TV Advertising?

TV Advertising is the practice of promoting products, services, or brands through video commercials that air on a television platform. This traditionally meant buying ad slots on broadcast networks or cable channels, but today it also includes ads delivered via Internet streaming services and apps on Connected TVs. In other words, TV advertising spans both linear TV and streaming (digital) TV environments.

Here’s a quick overview of the main types of TV advertising:

• Linear TV Advertising (Broadcast & Cable). Traditional TV commercials that run on scheduled broadcast networks (e.g., ABC, NBC, CBS) or cable channels (e.g., ESPN, HGTV) during specific program breaks. These reach broad audiences within a geographic region (like a city or country) at set times.

• Connected TV (CTV) Advertising.Video ads delivered via internet-connected televisions or streaming devices. CTV ads appear within streaming apps on Smart TVs, Roku/Fire TV sticks, gaming consoles, etc. They combine the big-screen impact of TV with digital-style targeting and analytics.

• Over-the-Top (OTT) Advertising. Video ads delivered “over the top” of traditional distribution, i.e. via the Internet on any device (TV, smartphone, computer, tablet) rather than through cable/satellite boxes. OTT ads show up in streaming content on platforms like Hulu, Tubi, or Roku Channel, reaching cord-cutters with targeted precision.

• Streaming TV Advertising. A broad umbrella term for advertising within TV-like content that is streamed online (on-demand or live). This includes ads on subscription streaming services’ ad-supported tiers (e.g., Hulu, Disney+ with ads), free ad-supported TV (FAST) channels, and other internet-streamed video. (All OTT and CTV advertising is a form of streaming TV advertising – the terms often overlap.)

In the sections below, we’ll dig deeper into each of these, starting with the traditional formats and then the advanced digital TV ad formats.

Traditional TV Advertising Types

Traditional TV advertising refers to the classic model of running commercials on linear television – that is, scheduled programming on broadcast or cable TV channels. These ads reach anyone watching a program live (or on DVR) at the time the commercial airs, without individual targeting. Traditional TV is all about mass reach within a given time slot or show. Let’s break down the key traditional channels:

Linear TV Advertising

Linear TV Advertising is the old-fashioned form of TV ads where commercials are broadcast in predetermined slots on TV channels (broadcast or cable) according to a programming schedule . In other words, viewers all see the same ad at the same time during a show’s commercial break. Linear ads can’t be skipped (aside from changing the channel) and they “cast a wide net,” reaching a broad audience simultaneously.

Unlike digital ads, linear TV doesn’t individually target viewers – it targets programs or time blocks. Because of this, linear advertising is great for brand awareness and broad messaging. It generally includes two sub-types: broadcast TV advertising and cable TV advertising, both of which follow the linear model but differ in distribution:

Broadcast TV Advertising

Broadcast TV advertising refers to commercials aired on the major free-to-air networks and their local affiliate stations. When we talk about “broadcast TV,” we usually mean the big national networks like ABC, CBS, NBC, and FOX, which send out their programming over the air to local stations across the country. These local broadcast stations (one in each designated market area, or DMA) then transmit the shows (and ads) to everyone with a TV antenna or pay-TV service in that area.

Broadcast TV is known for its mass reach – a prime-time ad on a broadcast network can reach millions of viewers at once. Advertisers can buy national broadcast spots (which air across the country on all network affiliates at the same time) or local broadcast spots (which air only in a specific city/region during local station breaks). For example, a car dealership might buy a 30-second slot during the local evening news on the ABC affiliate in Denver. Broadcast ads often carry a premium price tag for that large audience and the prestige of shows like the Super Bowl, but they can dramatically build awareness due to their scale.

Key characteristics: Broadcast advertising reaches a broad, diverse audience across demographics. Targeting is mainly by geography (national vs. specific local markets) and by program selection (choosing shows or times likely to have your desired audience). It’s great for national brands or businesses aiming to blanket a local market with their message. However, you may pay for a lot of viewers outside your core target, especially with national buys. (Broadcast is sometimes jokingly called “spray and pray” advertising – you get huge exposure, but not much precision.)

Cable TV Advertising

Cable TV advertising means running commercials on cable networks – channels delivered via cable or satellite TV subscriptions (think ESPN, CNN, HGTV, TNT, etc.). These networks are narrower in content focus than broad networks, which helps advertisers zero in on certain audiences (e.g., Food Network for foodies, or Nickelodeon for kids/parents). However, the real defining feature of cable advertising is its zone-based targeting capabilities – cable providers allow advertisers to buy ad spots in very specific geographic zones, down to individual cities or even ZIP codes, rather than the entire DMA.

For example, a regional business could run ads only on certain cable systems serving one part of the metro area. “The defining feature of cable advertising is zone-based targeting — the ability to buy ads in geographic areas as precise as individual neighborhoods or zip codes,” as one guide notes. This prevents waste – if you own a chain of stores on the north side of Chicago, you can advertise on cable channels only in those north-side ZIP codes, rather than paying to reach the whole Chicago DMA.

Cable advertising still follows a linear schedule (ads play during breaks on whichever network and show you choose), but you can pick both where (geographically) and on what channels your ads appear. Additionally, cable systems offer two ways to buy:

• Local cable spots (zone buys) – you purchase time from the cable provider in your target zones, and your ad is inserted locally on chosen networks (e.g., your 30-sec spot replaces a national ad in those local breaks). This is common for local businesses.

• National cable buys – you purchase directly from the network to air across all subscriber households nationwide on that network (good for reaching a niche audience at scale, like all HGTV viewers).

Cable TV advertising tends to be more affordable than broadcast advertising because you can cherry-pick smaller audiences. It reaches about 68% of US households via cable/satellite providers. By focusing on specific channels and zones, you pay only for the audience you care about – “cable TV’s 500+ networks and geographic precision ensure your ads reach the right audience on channels they actually watch”. For small and mid-size businesses, cable has become a popular option for getting on TV without breaking the bank. (In fact, many local cable ads are for nearby restaurants, car dealerships, law firms, etc., taking advantage of those cheaper local slots.)

Key characteristics: Cable ads are targeted by content and region. For example, a golf equipment store might run ads on the Golf Channel and ESPN only in regions where they have stores. The audience is narrower than broadcast, but often more relevant. You still get the advantages of TV’s sight, sound, and motion to create an impression. And you can often get a higher frequency of exposure on cable for the same budget that might only buy one or two broadcast spots. The trade-off is that cable audiences per channel are smaller than broadcast, so you may need to advertise on many channels to achieve a broad reach.

Advanced TV Advertising Types

“Advanced TV” refers to the new era of television delivered via the Internet, which enables digital targeting and on-demand viewing. Instead of everyone seeing the same ad at the same time, advanced TV advertising uses data and automation to serve different ads to different viewers, often at the household or individual level. The major formats under advanced TV are Connected TV (CTV) and OTT (over-the-top streaming), as well as the broader category of Streaming TV advertising. These terms are related and sometimes used interchangeably, so let’s clarify each one and how they overlap:

Connected TV (CTV) Advertising

Connected TV Advertising is the placement of video ads on internet-connected television devices – in other words, ads that stream to your TV screen via a smart TV or streaming device (like Roku, Amazon Fire Stick, Apple TV, or even gaming consoles). With CTV, a viewer might be watching a show on a Hulu app or another streaming channel on their smart TV, and you, as the advertiser, can serve a targeted ad during the ad breaks of that streamed content.

In simpler terms, CTV ads are like traditional TV commercials, but delivered via the Internet to a television. Crucially, they combine the broad reach and immersive experience of TV with the precision of digital advertising. Advertisers can target specific households or viewer profiles and get real-time performance data – something not possible with old linear TV. For example, on CTV, you could run a 30-second ad that only plays for “women aged 25-54 in suburban zip codes who are streaming cooking shows,” whereas on linear cable, an ad on the Food Network would reach all viewers of that channel in a region, targeted only by the content’s typical audience. CTV makes TV much smarter and more efficient.

Some key aspects of Connected TV advertising:

• On-Demand & Addressable: CTV viewers choose what to watch and when (on-demand), and ads can be addressable, meaning different viewers watching the same program may see different ads tailored to them. The ad delivery is often programmatic (automated via ad platforms).

• Unskippable & High Completion Rates: Just like linear TV, CTV ads usually cannot be skipped – when an ad break comes on Hulu/Pluto/Peacock, the viewer must watch the ads to continue the show. This means completion rates for CTV ads are very high (often ~95%+). Viewers tend to actually see your full message, which is a big advantage over web or mobile ads that can be scrolled past.

• Interactive and Measurable: Many CTV platforms support interactive ad features (e.g., a QR code on screen to scan, or the ability to click with a remote). And importantly, CTV provides digital metrics – advertisers get data on impressions, video completion, website visits driven by the ad, and even conversions (if someone saw your ad and then made an online purchase, for example). You can optimize campaigns in near real-time. CTV “allows you to target specific audiences on streaming devices based on demographics, interests, and behaviors,” and gives real-time performance data for optimization.

Overall, Connected TV advertising lets even modest brands get on the “big screen” with the kind of targeting and analytics previously limited to online ads. It’s the fastest-growing segment of TV advertising today as cord-cutting accelerates. CTV is especially powerful for reaching cord-cutters (people who don’t have cable) and younger audiences that spend more time on streaming platforms than on traditional TV.

Over-the-Top (OTT) Advertising

OTT Advertising is the delivery of TV/video ads “over the top” of traditional distribution, meaning via the Internet without using cable or satellite TV services. Essentially, OTT refers to any streaming media service that delivers content directly to consumers online. So, OTT advertising encompasses serving ads within shows on streaming platforms like Hulu, Peacock, Tubi, Pluto TV, YouTube TV, Sling, etc. – regardless of what device the viewer is using. An important distinction: OTT is about how content is delivered (online), whereas CTV (above) is about where it’s viewed (on a TV device). All CTV ads are OTT ads (because they come over the Internet), but not all OTT ads are on a TV screen (someone could be watching on a laptop or phone).

If someone is streaming a TV show on their iPad and they see your commercial, that’s an OTT ad (and a streaming TV ad), even though it’s not on a television set. This flexibility is what makes OTT advertising so powerful – you can reach viewers wherever they stream content. For instance, a service like YouTube or Crackle might show ads to viewers on web browsers, mobile apps, or smart TVs. From an advertiser's perspective, you buy OTT ads through digital platforms (some directly from streaming services, others via programmatic exchanges), and you often can target the ads using a ton of data (age, gender, interests, location, even retargeting specific households).

Some key points about OTT advertising:

• It bypasses cable boxes: You don’t need to negotiate with cable companies or networks; you can access inventory through streaming ad platforms. This levels the playing field for advertisers – “you don’t need a huge budget to start” with OTT. Even $100 or a few thousand dollars can run an effective local OTT campaign, which was impossible with broadcast TV.

• Advanced Targeting: OTT brings digital targeting to TV ads. You can use third-party data segments (e.g., “auto intenders” or “coffee enthusiasts”) or your own data (like showing ads to people who visited your website, via an OTT pixel). As noted earlier, you can target by demographics, interests, behaviors, and precise geography much more granularly than traditional TV.

• Multi-Device Reach: OTT ads can reach people on smart TVs (CTV), but also on streaming sticks, game consoles, smartphones, tablets, or computers – anywhere they stream. This means OTT advertising captures audiences beyond those watching on a couch; for example, someone watching a Peacock show on their laptop during a flight could be served your OTT ad.

• Measurable & Performance-Oriented: OTT provides instant feedback on ad performance. Advertisers can see metrics like video completion rate (how many viewers watched the ad fully) and even what actions viewers took after (website visits, app downloads, online purchases). This addresses a major pain point of linear TV, where results were fuzzy. In fact, one big benefit of OTT is knowing whether your TV ad is working – you can track impressions, clicks (if applicable), and conversions attributed to the ad in near real-time, and optimize or adjust mid-campaign.

In everyday usage, marketers often use “OTT” and “CTV” interchangeably since CTV is the largest subset of OTT usage. But remember, OTT = content delivered via the Internet (any device), CTV = the internet-connected TV device specifically. For completeness, you might also hear vMVPDs (virtual cable providers like YouTube TV or Hulu Live) and TV Everywhere apps – these are also OTT services (they stream live TV channels over the Internet). From an ad perspective, buying on those can be similar to linear (some ads are insertable locally, some are national), but that’s getting into the weeds. The takeaway: OTT advertising lets you reach the growing audience of streaming viewers with TV-style ads, but with far greater control over targeting and budget. It’s a game-changer for small and large advertisers alike, which is why OTT ad spending is skyrocketing (projected to top $200+ billion globally by 2025).

Streaming TV Advertising

“Streaming TV advertising” is an umbrella term for any advertising delivered within streaming television content. In practice, when we talk about streaming TV ads, we usually mean the same thing as OTT ads – commercials shown during streamed shows or movies on platforms like Netflix (ad-supported tier), Hulu, Amazon Prime Video (Freevee), Disney+ (with ads), HBO Max (with ads), Peacock, Pluto TV, etc. All OTT/CTV ads are streaming TV ads, but not all streaming TV content carries ads (for example, Netflix’s premium ad-free plan has no ads, and HBO Max with no ads, etc., are streaming TV without advertising).

So, streaming TV advertising can be thought of as the broad category that includes CTV ads on actual TVs, OTT ads on any device, ads on live streaming TV services, and even ads on free streaming channels. It’s basically TV advertising delivered via the Internet (as opposed to over-the-air or cable).

To clarify with the help of Skybeam’s OTT guide: “Streaming TV” simply refers to TV-style video content that’s streamed online. OTT is a type of streaming TV, but so is on-demand content on subscription services, livestreams, and more. All OTT is streaming TV, but not all streaming TV is on OTT platforms you can advertise on. In other words, streaming encompasses everything from Netflix’s Stranger Things to a YouTube livestream – some have ad opportunities, some (like certain subscription VOD content) don’t.

For advertisers in 2025, streaming TV ads primarily mean AVOD (ad-supported video on demand) and FAST (free ad-supported streaming TV) platforms. These are booming: services like Pluto TV, Tubi, The Roku Channel, and the new ad tiers of Netflix and Disney+ are drawing huge audiences. Notably, ad-supported streaming is growing fast – for example, 42% of US internet households use an AVOD or FAST service. The industry is shifting toward more ad-funded models, which opens up more inventory for marketers and often at lower costs. (For instance, when Amazon Prime Video introduced ads in 2024, it significantly expanded available premium streaming ad space .) This means advertising on streaming platforms is becoming more affordable and accessible, even for smaller budgets.

One thing to note: some big streaming platforms operate as “walled gardens”, meaning they keep their ad buying and data inside their own systems. For example, if you want to advertise on YouTube or Netflix’s ad tier, you typically have to go through their platform directly (and you’ll get reporting from them separately). This can make cross-platform planning and measurement a bit challenging, since each streaming service might silo its audience data. Advertisers are working on solutions – like unified measurement tools – but it’s still an evolving space.

In summary, streaming TV advertising is essentially the new face of TV ads: it lets you reach viewers who have cut the cord or simply prefer on-demand content, and it offers digital-style targeting and metrics. The trade-offs are managing different platform ecosystems and ensuring you respect user experience (since streaming viewers have zero tolerance for irrelevant or overly repetitive ads). But done right, streaming ads can deliver efficient reach and even allow smaller brands to play on the TV stage. With streaming now accounting for around 40% of US TV viewing time, this is an area no advertiser can afford to ignore.

How to Choose the Right Type of TV Advertising

With all these options on the table – from linear broadcast to OTT streams – how do you decide which type(s) of TV advertising are right for your needs? The answer really comes down to your business goals, target audience, and budget. Often, the optimal approach is a mix of types (to get the advantages of each), but the emphasis will differ based on what you’re trying to achieve. Let’s look at a few common objectives and scenarios:

Brand Awareness Campaigns

If your goal is broad brand awareness – getting your name/message in front of as many people as possible to build familiarity – high-reach traditional TV is still a powerhouse. National linear TV advertising (broadcast especially) can rapidly mass-saturate an audience. For example, a national ad on a major network during a hit show can reach tens of millions in one go. Linear TV excels at delivering a big audience and shared viewing experience, which can be great for brand-building. Research often shows that TV has a strong effect on brand recall and credibility (people tend to trust TV ads more than online ads).

That said, to maximize reach in 2025, you shouldn’t rely only on linear. A significant chunk of viewers are on streaming platforms at any given time (especially younger demographics), so including streaming TV advertising will extend your reach to those cord-cutters and light-TV viewers. A cross-channel study by Simulmedia found that 70% of TV audiences watch both linear and streaming, 18% watch only streaming, and 12% only linear. So to truly hit, say, 90%+ of your potential audience, you want both. You might use linear TV (broadcast/cable) for its “unmatched mass reach and brand building at scale” and CTV/OTT for “precision targeting and performance measurement,” as those researchers suggest.

Recommended mix for awareness: Consider a national broadcast or cable buy if you have the budget and a broad target (e.g., a new consumer product launch). These give you quick, widespread exposure. For instance, a 30-second ad on a popular broadcast show or a live sports event can create a big splash (think Super Bowl ads for the ultimate example). Then, layer in CTV/OTT ads to capture incremental reach and frequency, especially among audiences less likely to watch traditional TV. The OTT ads can also reinforce your message online – studies show that combining TV with digital boosts overall ad recall and engagement. (One case found that adding streaming TV to other channels increased sales and that 65% of advertisers saw improved performance across channels when they added CTV .) With advanced TV, you can also frequency-cap and sequence messages more carefully, so people who saw your linear ad can get a follow-up message via streaming, etc., creating a cohesive campaign.

If you’re a local or regional business aiming for brand awareness in your area, then local TV advertising (broadcast or cable) is your friend. Local broadcast stations can quickly build awareness in a city/market – e.g., running spots on the local evening news or during popular syndicated shows in your region. Meanwhile, local/regional OTT targeting can complement this by reaching the same area’s streaming viewers. The good news for smaller advertisers: TV is not out of reach anymore. Tools like Skybeam’s self-serve platform have made it possible for even a neighborhood bakery or local auto shop to advertise on TV alongside big brands. You might not get national reach, but you can absolutely dominate your local market’s awareness if you combine traditional local TV (for credibility and broad community reach) with some streaming ads (for frequency and targeting).

Key takeaways: Use linear TV (national or local) for max reach and credibility when building awareness, and supplement with streaming to ensure no one is missed (plus gain extra frequency among targeted sub-groups). This complementary approach ensures you’re present on all the screens your audience uses – the 65-inch living room TV and the iPhone in their hand.

Local Market Penetration

For businesses that operate in a specific city, state, or region (think local retailers, restaurants, regional services, franchises, etc.), the aim is often to dominate your local market. In this case, you want TV advertising that is geo-targeted to your area and cost-efficient. The two primary routes here are local broadcast and local cable (traditional) and, increasingly, localized streaming/OTT.

• Local Broadcast TV: Buying ad time on your local broadcast stations (the major network affiliates or independent stations in your city) can give you a wide reach within that community. As mentioned, being on local TV news or popular local programming can confer trust and legitimacy – viewers see you on the same station as their trusted news anchors, for example. Local TV can still reach a large chunk of the population in a metro area (potentially millions of viewers). The downside historically was cost and complexity – you’d have to negotiate with each station and produce ads for TV. But this has improved: with modern platforms, even local TV buys have become more accessible, and auctions/programmatic sales are happening for local spots, driving costs down. Local TV advertising has become more affordable and targeted than ever, even for modest budgets. You can pay only for specific DMAs you want, and even leverage new tech like AI to produce commercials cheaply. So, if broad local reach and prestige are important, local broadcast is great.

• Local Cable TV / Zonal Ads: As described earlier, cable providers allow zone-based buys, which is a boon for local targeting. If your service area is, say, just one part of a large city, cable lets you focus there. Also, by choosing specific cable networks that are popular locally (e.g., regional sports networks or certain language channels if targeting an ethnic community), you can zero in further. Cable’s advantage is efficiency – “cable TV’s zone targeting means you’re not wasting money showing your ad far outside your service area,” unlike broad broadcast. For example, a local HVAC company in northern New Jersey can buy spots only on the cable systems in its county on The Weather Channel and HGTV (reaching homeowners likely to need HVAC), avoiding paying for NYC or Philly broadcast coverage that’s irrelevant. Cable is often cheaper per spot than broadcast; one might get slots for a few hundred dollars each in local rotations, making it friendly to small-business budgets.

• Localized OTT/Streaming: Perhaps the biggest development for local advertising is the ability to run streaming TV ads targeted by zipcode, city, or radius – just like you’d target a digital ad. OTT platforms and services (including Skybeam) allow granular geo-targeting: you can serve ads only to users within your specific counties or even a few miles of your store. This is extremely powerful for small businesses. It means you can be on TV (albeit through streaming) without any wasted coverage. In fact, modern local TV solutions offer data-driven targeting similar to digital – you can pinpoint not just geography, but demographics, interests, etc., for who sees your local TV ad. For instance, a local golf shop could use OTT to show its ad to “males 30+ within 10 miles of the store who have recently streamed golf or sports content.” That level of precision was unheard of in traditional local TV. And the cost is usage-based – you might pay on a CPM basis, where a few thousand dollars could yield a very significant share of voice in your small area.

So which to choose for local? It depends on your audience’s media habits and your budget:

• If your target demo skews older or more traditional (who still watch a lot of local news or broadcast TV), local broadcast should be in the mix.

• If you need to micro-target specific parts of a region or have a tighter budget, cable zones and OTT might give more bang for your buck.

• Honestly, many savvy local advertisers now do both linear and streaming. They might run a modest schedule on a key broadcast or cable channel to get that broad awareness and credibility, and simultaneously run an OTT campaign to reinforce the message and drive action among a more specific audience. The OTT can also provide immediate performance feedback – you’ll see if people exposed to your streaming ad visited your website or store, etc., helping you gauge ROI better than with just broadcast alone.

Internal resources: For a deeper dive, check out “Local TV Advertising 101: A Small Business Guide” on our blog, which covers how local TV got easier and how to get started step-by-step. The bottom line is that local TV advertising is no longer only for big-budget players – even as an SMB, you can use a mix of local station buys and hyper-targeted streaming ads to own your market. And remember, TV ads carry a “stamp of legitimacy” that can really set you apart in your community (people just tend to think a business on TV is more established/trustworthy).

National Reach Goals

If you’re a national brand or aiming for national reach – say you have an e-commerce product sold countrywide, or a chain with stores in most states – you’ll want to leverage the full scale of TV to hit all your potential customers. Traditionally, this meant big national TV buys on network broadcasts or national cable. Nowadays, you also have the option of achieving national reach via programmatic streaming ads across multiple platforms.

National Broadcast/Cable: For broad national reach, advertising on the major broadcast networks (ABC, NBC, CBS, FOX) during national programming is the gold standard. These are typically bought in the upfronts or scatter market and come with high price tags, but they also deliver simultaneous coast-to-coast exposure. A single ad on, e.g., Sunday Night Football might reach 10+ million viewers live. National cable networks (like TNT, USA, or CNN) can also deliver nationwide reach, though usually to smaller audiences per network than broadcast. One advantage of national buys: efficiency at scale. While the total cost is high, the CPM (cost per thousand viewers) can be lower than local buys because you’re purchasing in bulk. For instance, a $200k national spot might reach 5 million people – CPM $40 – whereas a local campaign might pay $5k to reach 100k people in each of 5 markets (CPM $50). If you truly need to blanket the nation, big linear buys give you that with one negotiation and one execution, rather than coordinating many local campaigns.

However, National Linear will miss certain segments on its own (as we noted, some folks just aren’t watching linear TV much anymore). To complement national TV and ensure comprehensive reach, national OTT/CTV campaigns are key. You can achieve national scale in streaming by running ads across a broad selection of popular platforms. For example, using a platform like Skybeam or Simulmedia’s TV+®, you could access inventory on dozens of streaming apps (Hulu, Paramount+, Discovery+, Pluto, etc.) in one go, ensuring you hit streaming-only audiences. This kind of unified buying across CTV and linear is increasingly common in national campaigns. It also helps manage frequency – you don’t want to over-show ads to the same households; a cross-platform plan can optimize that.

One big benefit of including CTV/OTT for national brands is better targeting within the national scope. Perhaps your product has specific audience segments – e.g., a high-end gadget might target 25-54 Males with a certain income. With a national broadcast, you’re reaching everyone (which includes a lot of waste outside the segment). With CTV, you can concentrate your impressions on a specific audience even as you run it nationally. For example, a streaming campaign can be set to deliver ads only to users who fit your target criteria across the whole country. This can reduce waste and improve the relevancy of exposures, potentially yielding better conversion rates.

Also, measurement for national campaigns is enhanced by streaming. Linear will give you reach/frequency estimates (via Nielsen GRPs) and maybe some modelled attribution, but streaming will give you concrete digital metrics (site traffic lift, etc.). Many advertisers use these signals to gauge the performance of their TV ads more directly than was possible before.

Where to allocate budgets will depend on your brand and audience. If you’re launching a new mass-market CPG product, you might put a large chunk into high-reach linear (to quickly build awareness) and a smaller part into digital TV for reinforcement and targeting niche pockets. If your product is more niche (say, a specialized B2B service) and you just need to reach certain decision-makers nationwide, you might skip expensive broadcast and lean more on targeted CTV, which can zero in on those prospects. In fact, Connected TV has proven it can generate leads and not just awareness, even for B2B – because it delivers the message to precise business audiences and lets you track response. It’s now feasible to use TV as a national performance channel, thanks to advanced TV.

One more consideration: National doesn’t have to mean one-size-fits-all. With addressable and digital delivery, you can run different creatives in different regions or to different audiences as part of one national campaign. For example, a restaurant chain could show a slightly varied ad in the Northeast vs. the Southwest, or a brand could only advertise in states where they have stores (skipping those they don’t). This is a form of national OTT/CTV execution that is geo-targeted. Traditionally, doing a “national except these markets” on broadcast was cumbersome (you’d buy national, then exclude DMAs with separate local buys). Now, with streaming, it’s straightforward to target exactly the states or DMAs you want. Advanced TV gives you flexibility, even in national campaigns, to allocate spending efficiently by geography or audience.

In summary for national reach: If budget allows, leverage national linear TV for its sheer reach and impact – it’s still the quickest way to get millions of eyeballs and make a splash (major brand campaigns, big product launches, etc., often use TV for this reason). But complement it with national streaming/CTV to (a) cover the cord-cutters/younger viewers, (b) add frequency to interested sub-audiences, and (c) get better measurement. This dual approach will maximize your coverage. As one guide put it: ignoring either linear or streaming means “missing significant audience segments,” and using both enables incremental reach beyond what one channel alone could do.

Other Goals & Considerations

Beyond the broad categories above, here are a few additional pointers on choosing TV ad types based on specific needs:

• Performance Marketing / Lead Generation: If you’re focused on driving immediate results (website sign-ups, app installs, sales leads), CTV/OTT is usually the go-to, because of its precise targeting and real-time tracking. You can treat OTT more like you would a paid search or social campaign – optimize for conversions, A/B test creatives, etc. Traditional TV can still play a role in driving leads (it often boosts search and direct traffic when ads air ), but it’s harder to attribute and tweak in-flight. Many advertisers start on OTT for performance goals and then add linear later once they have a good-performing creative and want to scale up volume broadly.

• Small Budget / First-Time TV Advertiser: Start with OTT/Streaming. You can dip your toe in for a few thousand dollars and get results you can measure. Traditional TV typically requires larger buys or at least the cost of producing a broadcast-quality ad. However, note that producing a TV commercial has also gotten cheaper thanks to AI and creative automation – even small businesses can now get a video ad made without Hollywood budgets. So the barrier to entry is lower on all fronts. But in terms of buying media, streaming is more accessible (no long-term contracts or minimums in many cases).

• Reaching Niche Audiences: If your target audience is very specific (say, luxury car owners, or Spanish-speaking millennials, or sci-fi fans), you’ll likely use a combination of cable networks that cater to that niche + OTT data targeting. Cable allows contextual alignment (e.g., advertise on a niche show or channel), while OTT allows direct filtering of the audience regardless of content. In some cases, advanced forms of linear, like addressable TV (which inserts targeted ads via cable/satellite set-top boxes during linear programming) might be used – this tech is growing and allows linear channels to deliver different ads to different household segments during the same program. Addressable linear inventory is still limited (a small percentage of total linear ads), but it’s an emerging option for niche targeting on traditional TV. Most likely, though, you’ll lean on OTT for niche targeting in 2025.

• Combining with Digital Campaigns: If you already run a lot of digital ads (search, social, display), adding TV – especially CTV – can amplify those. TV has a halo effect: people who see your TV ad often become more responsive to your online ads and search for your brand more. So, choose a TV type that complements your digital strategy. For example, if you do Facebook and YouTube ads targeting specific online audiences, doing CTV ads targeting those same audiences (via retargeting or data integration) will reinforce the message. A viewer might see your CTV ad on their smart TV, then later see your Facebook ad – the multi-touch can significantly improve conversion likelihood. So, I’d choose OTT/CTV in conjunction with digital for a cohesive cross-channel approach. Linear can help too by driving people to search (many will Google a brand after seeing a TV ad), but you just can’t align it as tightly with specific digital audience segments as you can with OTT.

In all cases, measuring results should guide your mix. If brand lift and reach are your KPIs, lean towards linear+CTV for maximum eyeballs. If the cost per acquisition is the KPI, lean more toward CTV/OTT, where you can track it directly. The beauty is, you’re not stuck with one or the other – you can experiment and adjust. For example, many businesses use an OTT advertising checklist approach: they evaluate if their audience is heavily streaming (if yes, invest more there), if they need instant feedback (yes = streaming), if the budget is small (yes = streaming), etc., to decide how much to allocate to OTT vs. traditional. Often, the conclusion is to start with OTT and then expand to linear once ready – but each case differs.

Finally, remember that TV advertising in 2025 is far more flexible than it used to be. It’s not a rigid choice anymore – you can run a campaign that spans all these types in one go. For instance, Skybeam’s platform (as a division of Simulmedia) provides unified access to both linear and streaming inventory, so advertisers can plan holistically. The trend is towards convergence: planning TV as one landscape where linear and advanced work together, rather than in silos. Keep that mindset, and you’ll make choices that complement each other rather than one type cannibalizing the other.

Future of TV Advertising Types

The TV advertising landscape is continuously evolving. As we look to the future, the lines between “types” of TV advertising are blurring, and new formats and technologies are emerging. Here are some key trends and predictions for 2025 and beyond – knowing these can help you stay ahead of the curve and plan your TV strategy with tomorrow in mind:

Emerging Formats and Platforms

One of the hottest emerging formats is FAST channels, which stands for Free Ad-Supported Streaming Television. FAST channels are essentially streaming “TV networks” that mimic traditional linear TV, but delivered via apps. They have scheduled programming (like a channel that plays a continuous stream of classic movies, or a channel that’s 24/7 reality shows) and are completely free to watch, supported by ads. It’s like the broadcast TV model reborn on the Internet. FAST services such as Pluto TV, Samsung TV Plus, Xumo, Tubi’s live channels, etc., are proliferating. They are attracting viewers who want the ease of channel surfing without paying for cable. For advertisers, FAST channels are an “old made new” opportunity – you can buy ads on these streaming channels much like you would on linear, but often with digital buying ease. According to industry analysis, FAST is “quickly becoming a go-to for viewers looking for free, high-quality entertainment” and is effectively “the new cable TV” in terms of consumer behavior. Expect more niche FAST channels and more ad inventory there.

Another emerging format is interactive and shoppable TV ads. We’re seeing experiments where viewers can use their remote or phone to interact with a CTV ad – for example, clicking to request more info, scanning a QR code to visit a website, or even making a purchase directly from the TV ad. While still early, this could transform TV ads from a pure awareness medium to a direct-response vehicle. Imagine watching a cooking show on streaming and an ad for a new kitchen gadget lets you press OK on your smart remote to get a coupon code texted to you – these kinds of experiences are being piloted. As AI and tech improve, expect more personalized ad creatives too (dynamic ads that might show different product recommendations to different households based on data). We already see AI-driven dynamic TV ads that change messaging depending on audience segments, which makes ads feel more relevant. For example, an automaker could use one core video but have AI edit the content to highlight SUVs to one viewer and sports cars to another, in real time. This is an emerging capability that could become more common, bringing web-like personalization to TV.

We should also mention Addressable Linear as a growing piece of the puzzle. This refers to the technology cable/satellite providers use to inject targeted ads into linear broadcasts on a household-by-household basis (usually in those 2-minute local slots per hour). The future likely holds more addressable inventory (both local and national). A report cited that over half of advertisers now consider addressable TV a “must-buy,” and nearly two-thirds plan to integrate it into their strategies by 2025. As addressable TV grows, the distinction between “linear” and “digital” TV ads will blur – you might buy an addressable campaign that runs on traditional channels but only to specific homes.

Technology Trends (AI, Automation, Measurement)

Technology is advancing rapidly in adtech for TV:

• AI in Creative and Planning: AI is already making waves by generating video ads and automating editing, which drastically cuts production costs and time. Small businesses can create professional-looking TV spots using AI tools (like text-to-video generators) without a big studio. This democratizes creative production – one trend piece noted “AI-generated creative lowers the bar for entry, making advertising accessible to everyone”. On the planning side, AI algorithms are being used to analyze huge amounts of viewership and audience data to optimize media plans. AI-powered media planning can predict the best mix of channels, allocate budgets, and even adjust campaigns on the fly for optimal performance. The idea is for marketers to set the goals, and AI to handle the nitty-gritty of buying and optimizing – truly “programmatic” in the fullest sense. This will continue to grow, making TV buying more efficient and “smart.”

• Programmatic & Automated Buying: Building on that, the programmatic TV trend means more of your TV ads (linear and streaming) will be bought through automated platforms, not manual IOs. By 2025, a large portion of streaming ads will be programmatic, and linear will follow (e.g., networks making some inventory available on programmatic exchanges). This automation lets advertisers be more nimble – you can start, pause, or tweak campaigns in near-real time, a far cry from the old fixed flight schedules. It also opens TV to more performance-focused optimization. One key benefit mentioned is “flexibility – you can adjust on the go; time-saving – automation does the heavy lifting; and real-time data for smarter decisions”. In short, TV is becoming as agile as digital thanks to programmatic tech.

• Better Measurement & Attribution: The holy grail everyone’s working on is getting consistent, granular metrics for TV across all platforms. Traditional metrics (like Gross Rating Points) are giving way to metrics that matter to modern marketers: unique reach, frequency across devices, incrementality, and business outcome attribution (did the TV ad lead to a sale?). Industry-wide efforts are underway to integrate linear and CTV measurement. New players like iSpot, VideoAmp, and others are providing cross-platform insights, challenging the old guard (Nielsen) by combining data from set-top boxes, smart TVs, and digital to give unified TV ratings that include streaming. There’s also a push for standardization so that everyone measures by the same definitions. While not fully solved, by late 2025, we anticipate more privacy-compliant identity solutions that allow matching exposure to outcome (e.g., did a household that saw the CTV ad later visit the website – done via hashing and match partners). In summary, expect more transparency in performance: advertisers will increasingly demand (and get) concrete ROI data from TV campaigns, treating TV like they do digital channels.

Market Projections & Industry Shifts

From a market perspective, streaming is now dominant and still growing. In mid-2023, streaming viewership minutes surpassed cable and broadcast for the first time, and that trend continues upward. Advertisers are following viewers: it’s projected that US streaming TV ad spend will reach $30+ billion in 2025. Many big streaming platforms that were once ad-free have embraced ads (Netflix, Disney+, etc.), dramatically increasing inventory. This also tends to drive costs down – more supply of ad slots means CPMs can drop. In fact, streaming ads are becoming relatively cheaper compared to a few years ago. For example, Netflix’s ad tier launch added a ton of premium inventory; Amazon’s move to include ads in Prime Video by default also widens supply. For advertisers, this means TV ads are more affordable than ever – the barrier is not what it used to be. A small DTC brand might have never considered TV, but with these digital-first platforms offering low minimum buys, many are jumping in.

Traditional TV (linear) ad spending is plateauing or declining slowly, but it’s far from dead. Big live events (sports, awards, etc.) and news still draw sizeable audiences. What we’ll see is linear taking on more of a specialty role – for reach and live engagement – while regular entertainment content moves to streaming. The total TV advertising pie is getting bigger when you combine linear + streaming. There’s also a notable shift in who can advertise on TV: it’s no longer just Fortune 500 companies. SMBs and D2C brands are entering TV via self-serve platforms, attracted by the lower costs and ease of digital-like buying. The future is a democratization of TV ads: one prediction is “TV advertising for everyone” – with lower CTV costs and AI tools, “small and medium businesses can now play in the TV space,” going head-to-head with big brands. This is a big change from a decade ago.

Another projection: by 2026-2027, don’t be surprised if most TV ads are addressable or data-informed in some way. Also, expect consolidation or closer integration between linear and digital video teams on the buy side. Agencies and brands are reorganizing so that one team handles “video” across all screens, reflecting how the industry is converging.

Privacy-First Solutions

In the midst of all this innovation, consumer privacy has become a crucial concern that will shape how TV ads are targeted and measured. Regulations like the EU’s GDPR and California’s CCPA (and similar laws elsewhere) have put restrictions on data usage and require user consent for tracking. Additionally, tech companies have made moves, e.g., Apple’s iOS changes limiting tracking (IDFA), and Google is planning to phase out third-party cookies (which are more relevant to the web but affect cross-device linking). All this means the industry is adapting to a privacy-first advertising world.

For TV advertisers, especially in streaming, this translates to finding ways to target and measure without overly invasive personal data. Currently, streaming ad targeting often relies on identifiers like cookies (in web streaming), MAIDs (mobile ad IDs from devices), and IP addresses for household identification. However, many of these are under privacy pressure – cookies are disappearing, mobile IDs can be reset or blocked (Apple’s ATT framework made users opt-in, drastically reducing availability of IDFA data), and even IP targeting faces scrutiny as it could be seen as personal data in some jurisdictions.

The future will see more use of privacy-safe identifiers and methods:

• First-party data and logins: Streaming platforms might use their logged-in user data (which is consented) to target, rather than broadly tracking across apps. Advertisers might rely on data clean rooms where a publisher and advertiser can match audiences in a privacy-compliant way (without sharing raw user data).

• Contextual targeting: This is making a comeback. Instead of targeting a specific user, you target the content or context. For example, showing your ad on a streaming service to whatever show or genre aligns with your audience, rather than using personal data. This avoids privacy issues because you’re not tracking individuals, just placing ads next to relevant content. Skybeam, for instance, supports contextual and geo-based targeting that respects privacy.

• Aggregated measurement: Techniques like multi-touch attribution or media mix modeling that don’t require per-user tracking will become more important in measuring TV impact without violating privacy. Also, federated or aggregated reporting (getting campaign results without user-level data) will be the norm.

• Compliance and Transparency: Advertisers and platforms are adopting frameworks like the IAB’s Transparency & Consent Framework to ensure proper consent signals flow in the ad delivery chain. Being upfront with users about data usage and giving them control is key. Many CTV apps now have “privacy settings” or clear opt-outs for data usage to comply with laws.

Notably, an industry survey found that 80% of experts say CTV needs better solutions for addressing user targeting and measurement in a privacy-safe way. So, a lot of smart minds are working on this problem. As an advertiser, you should favor platforms and partners that emphasize privacy-friendly advertising. Skybeam, for example, has built-in compliance with privacy regulations and focuses on “transparent targeting” (using methods that don’t creep out users). The idea is to still get your message to the right people, but in a way that respects user consent and anonymity. This can even be a competitive advantage: brands that handle data respectfully can build more trust with consumers.

Going forward, likely there will be new identifiers (like hashed email-based IDs, or cohort-based targeting from Google’s Privacy Sandbox) that will play a role in TV ad targeting too. But no matter what, the direction is clear: privacy by design. Advertisers should incorporate privacy considerations at the planning stage (e.g., do I really need to use personal data, or can a contextual approach work? Am I compliant with all relevant laws in the regions my ads will run?).

One positive side effect: focusing on contextual and content-based targeting might actually improve ad relevance without feeling invasive. It’s kind of old-school (advertise beer during a sports game, advertise toys on a kids’ channel) but with a new twist (AI can analyze streaming content to find context signals to target). We’ll see more of this hybrid of data + context.

In summary, privacy-first solutions in TV advertising include:

• Greater use of non-personal signals (content, device type, location at a general level) to target ads.

• Strict adherence to consent (only targeting those who’ve opted in, and providing easy opt-outs).

• Working with partners who provide privacy-safe insights – e.g., aggregated campaign reports that give you performance data without exposing any individual’s data.

• Making privacy a core company value. Treat viewers’ data with respect and be transparent. As the Skybeam blog noted, “privacy isn’t just a legal necessity — it’s a brand value”, and advertisers who put privacy first can actually build loyalty and stand out. People appreciate not being stalked by irrelevant ads and knowing that their information is handled carefully.

So, the future will be about balancing innovation with responsibility. We’ll have amazing new ways to reach audiences (through advanced formats and AI), but they’ll be implemented in a way that protects consumer trust and complies with laws. Those who navigate this well will thrive in the next era of TV advertising.

Conclusion

TV advertising has come a long way from the days of buying a spot on one of three national networks and hoping for the best. Today, “TV” spans traditional broadcast, cable, and a vast digital streaming universe, offering opportunities for every brand, big or small. We’ve explored how linear TV ads still deliver unparalleled reach and credibility, while Connected TV and OTT ads unlock precise targeting, flexibility, and measurable results. Rather than choosing one over the other, savvy marketers are increasingly using both in harmony – for example, hitting broad swaths of the population with linear spots and then reinforcing and retargeting via streaming ads. This integrated approach ensures you cover the full funnel: broad awareness and narrow targeting, mass impact, and personalized engagement.

In this complete guide, we compared the key types – Broadcast vs Cable, CTV vs OTT vs Streaming – each with its own strengths. To recap a few highlights:

• Broadcast TV is king for mass awareness in a region/nation (think big reach, big events).

• Cable TV offers niche and local targeting at a lower cost, which is great for focused campaigns.

• CTV/OTT brings the power of digital to the TV screen – target who you want, when you want, and get feedback instantly.

• Streaming in general is where the growth is, with new platforms and formats (like FAST channels) rising fast.

And we peeked into the future: expect even more merging of linear and streaming into a unified “advanced TV” ecosystem, new interactive ad formats, AI-driven everything, and a continued emphasis on user privacy and consent.

The exciting takeaway is that TV advertising has never been more accessible or more dynamic. It’s not just the realm of Super Bowl commercials and nationwide brands anymore. Small businesses can launch a streaming TV ad next week and see results, while large advertisers can layer data onto their TV buys and know exactly what’s working. The playing field is leveling, and that creates fresh opportunities for those willing to adapt.

As you plan your TV advertising strategy, keep in mind your core goals and audience, and let that guide the mix of platforms. Don’t be afraid to experiment – maybe you start on OTT, then add a local cable test, then sponsor a segment on local news, and so on. The tools are in your hands to tailor a campaign that fits your needs and budget.

One thing’s for sure: viewers’ habits will keep changing, so our approach as advertisers must stay flexible. The companies that thrive will be those who embrace new trends (like streaming dominance, AI, and addressable ads) while staying true to the fundamentals (great creative storytelling and respecting the audience). Adaptability is key – as we’ve learned, TV advertising in 2025 is not a static playbook but an evolving journey.

We hope this guide has demystified the types of TV advertising for you and given you a solid game plan for leveraging them. Now it’s your time to shine on every screen – from the living room to the smartphone – with a smart, well-rounded TV ad strategy. Happy advertising, and see you on TV (whatever form that “TV” takes)!