Commentary
Broadcast TV Reaches 91% Of Streamers, Linear TV At 14% Ad Share
- by Wayne Friedman , Staff Writer, January 16, 2025
While all streaming platforms continue to show growth -- and take share away from traditional TV platforms (networks and TV stations) -- there is still plenty of “power” left for broadcast/linear platforms, according to the Television Bureau of Broadcasting (TVB).
A recent study done for the TVB, a major TV …
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Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
Reach is not frequency
Wayne, some comments. First, all that the GFK study found was that a lot of Netflix users still watch its ad-free service so they don't get served ads while watching.it. But its not true----as is suggested---- that they do not see any TV ads. Many of them also watch streaming services which carry ads as well as linearTV.
Second point concerns linear TV's share of total ad spend---14%. That's a meaningless statistic as a large percentage of the media included in the total is for sales promotion, not branding campaigns---- like search, direct response, store listings, etc. Yep, linear TV's share of branding ad dollars is slowly declining, but it's still quite large. In fact, the amount spent by national advertisers on "TV"---that's linear and/or streaming---is increasing, not decreasing.