It is no secret that our viewing habits on the big screen have changed fundamentally in recent years. An ever-increasing range of video platforms and on-demand services has had a lasting impact on the way we consume content. Added to this are factors such as the global pandemic, rapid technological progress and the increasing availability of high-quality premium content with large production budgets, which have further accelerated this change.
Yet, despite these changes, linear television remains a relevant force – particularly among older demographics. The annual Ofcom study on media habits in the UK highlights clear generational differences: while younger viewers increasingly turn to on-demand services, linear TV remains widely popular among adults. In 2023, weekly linear TV viewing stood at 84% for 45- to 54-year-olds and over 95% for those aged 65 and above. A similar trend is evident in Germany, where Statista reports that the average daily TV viewing time in 2023 was a solid 182 minutes.
This is also reflected in advertising sales: in the largest European markets, advertising expenditure on linear TV remains dominant – despite the strong growth of Connected TV (CTV). According to the Magna Global Forecast, it is estimated that 78.7% of TV advertising revenue in Germany, for example, will still be generated by linear television in 2028, while in France it will be 79.7% and in the UK 61.3%.
These figures underscore a key point: linear TV remains an attractive channel for advertisers, offering a reach that on-demand services have yet to match. But that’s not its only advantage.
Why linear TV stands out
Linear television boasts qualities that make it a valuable advertising channel. Chief among these are its reliability and safety: linear TV is both fraud- and brand-safe, consisting exclusively of high-quality big-screen inventory. At a time when digital advertising faces challenges such as fraudulent impressions or inaccurate inventory data – for example, faulty Java codes that have led to fake bid requests in Connected TV (CTV) – this is a significant advantage.
Add to this its outstanding ROI performance: as the Essence Mediacom Media Mix Navigator & Profit Ability 2 Report shows, not only achieves the highest long-term ROI across all sectors, but also impresses with a strong short-term ROI and a late saturation point.
…and why it’s still underestimated
Despite these strengths, linear television is often overlooked in campaign planning. “It is often perceived as outdated or not very innovative,” explains Marius Leichte, Senior Manager International Business Development at Virtual Minds. To disprove this prejudice, technology providers and broadcasters should pursue two key strategies.
Firstly, there must be comprehensible KPIs: “Broadcasters should prove the effectiveness of linear TV campaigns with clear key figures that convince CFOs and budget managers in particular. It is important to show that TV achieves measurable results and generates sustainable effects along the entire marketing funnel. The modernisation of the sales process is crucial in order to position linear TV as an advertising product in a more innovative, efficient and attractive way for digitally focused customers. The programmatic ecosystem, the use of real-time data and return-path data from connected devices offer new potential. With the help of innovative technologies, the process can be optimised to make targeted use of the strengths of digital advertising and integrate relevant KPIs,” adds Leichte.
Initiatives like the UK’s Lantern project or Austria’s “TV-Load” already demonstrate how the impact of linear TV can be measured and translated into actionable insights for stakeholders.
Linear television may often be underestimated in the shadow of the digital revolution, but its strengths are undeniable: unrivalled reach, high reliability and convincing ROI performance.
Enter Programmatic TV
This is where Programmatic TV comes in – a solution that combines the proven strengths of linear television with the flexibility and precision of programmatic buying. This makes it possible to book linear ad breaks using digital logic, giving advertisers seamless access to premium inventory on popular TV channels.
Programmatic TV is built on two core pillars:
- A digital booking platform that significantly simplifies campaign planning.
- A newly developed TV ad server that enables real-time optimisation of ad breaks.
Advertisers can define parameters such as campaign duration, target audiences, and budgets, and benefit from comprehensive KPI reporting that provides clear insights into performance. This is made possible by the Virtual Minds Media Manager, already used by the ProSiebenSat.1 Group and RTL Deutschland to enable programmatic bookings for ad slots in linear TV.
By leveraging advanced machine learning algorithms that optimise ad placements and make real-time decisions for maximum efficiency, Programmatic TV becomes an attractive solution for digital buyers who value precise targeting and transparency in linear television.
“Linear television may often be underestimated in the shadow of the digital revolution, but its strengths are undeniable: unparalleled reach, high reliability, and compelling ROI performance. With innovative approaches like Programmatic TV and initiatives such as ‘TV-Load’ in Austria, linear TV is becoming increasingly modern, transparent, and efficient. For advertisers looking to combine proven advertising effectiveness with digital precision, linear TV offers a unique blend of tradition and innovation. It’s time to rediscover linear TV – as a central pillar of a holistic media strategy,” concludes Marius Leichte.
