Is Linear TV Still Generating Leads for Businesses?

For years, many advertisers have focused heavily on digital marketing as streaming platforms and social media continue gaining popularity. Even with the steady decline in traditional television viewership, new research shows that linear TV advertising still delivers strong value for many businesses. The recent report found that linear TV remains competitive when measuring return on investment. While digital advertising produced slightly stronger returns overall, traditional television was not far behind. This is especially true for companies that invest heavily in television advertising throughout the year, including campaigns tied to major sporting events and nationally televised programming.

The findings suggest that television advertising still provides benefits that are difficult to fully replace through digital-only strategies. Large-scale reach, familiarity with audiences, and live programming continue to make linear TV valuable for many brands trying to build awareness and generate leads.

Connected TV Continues to Grow

Although traditional television is still effective, connected TV, often called CTV, is becoming a larger part of advertising strategies. Connected TV includes streaming platforms and internet-connected viewing services that allow advertisers to target audiences more directly. According to the report, connected TV campaigns are producing stronger advertising returns than both traditional television and short-form online video content. Because of this, researchers recommend that companies slowly increase their investment in CTV instead of making sudden changes to their entire media strategy.

Rather than abandoning traditional television completely, businesses may see better results by gradually shifting part of their advertising budgets toward streaming platforms while continuing to evaluate performance along the way.

Younger Audiences Are Changing Viewing Habits

The study also highlights how consumer behavior is continuing to evolve, particularly among younger generations. Millennials and Gen Z are expected to play a major role in future retail growth, making them an increasingly important audience for advertisers. These consumers are also showing interest in different types of entertainment and sports content than previous generations. Alternative sports and digital-first programming, including eSports, soccer, rugby, lacrosse, and college athletics, are attracting growing attention from younger viewers.

At the same time, connected TV subscriptions are becoming more popular among middle-aged households with higher incomes, showing that streaming audiences are expanding across multiple age groups.

Finding the Right Advertising Balance

While digital advertising and streaming platforms continue to grow, the report shows that traditional television still holds an important place in marketing strategies. Instead of viewing linear TV as outdated, many businesses may benefit from using a combination of traditional and digital advertising channels. As audience habits continue changing, companies that adapt carefully while maintaining a balanced media strategy could be in the best position for long-term success.

Cate Bender, the author, is Project Coordinator of Marketing Keys