Yet, both a recent investigation as well as practice show that linear TV still plays a crucial role in both viewers' living rooms and advertisers' strategies. But why does linear TV remain so popular?
The power of familiar routine
One of the greatest strengths of linear TV is the familiar routine it offers. For many people, watching their favorite programs at fixed times is a ritual that provides them with structure and relaxation after a long day. This sense of regularity and predictability creates a strong bond with the channels and programs they follow. Where streaming services can often be overwhelming with their endless choices, linear TV offers a reassuring choice of carefully curated programs.
Reaching a large audience immediately
For advertisers, linear television remains one of the most effective ways to reach a large audience in a short period of time. Unlike digital advertising, which is often perceived as intrusive or disruptive, TV commercials are still accepted as part of the viewing experience. In addition, linear TV offers the opportunity to convey a message to a wide and diverse audience, making it ideal for mass communication. Live broadcasts, such as sporting events and popular shows, attract millions of viewers, so advertisers can be sure that their message will have a huge impact.
Trust and credibility
Another important aspect is the trust and credibility that comes with linear television. In a world full of fake news and dubious sources, TV is still seen as a reliable source of information. News programs, documentaries and other informative content on TV often enjoy a higher level of trust than content on the internet. For advertisers, this means that their brand is associated with the reliability and professionalism of the channel.
The irreplaceable experience of live TV
While on-demand services offer the flexibility to watch whenever it suits you, nothing can replace the excitement and engagement of live television events. A major sporting event, breaking news or an entertainment show can keep viewers glued to the screen. This experience creates a sense of community, as millions of people share the same experience at the same time. This makes linear TV an indispensable medium for advertisers looking to connect emotionally with their audience.
Innovation and Adaptation in the Linear TV Industry
The linear TV industry has not been sitting still in recent years. With the rise of interactive TV, hybrid broadcasting and personalized content recommendations, the sector continues to innovate to stay relevant. These innovations ensure that the viewing experience is continually improving, while advertisers find new and creative ways to reach their audience. This ability to adapt and evolve is one of the reasons why linear TV is far from out of favor.
Conclusion: A Timeless Medium with Modern Power
Linear TV may be an older medium, but it is still very much alive and relevant. The familiar routine, the ability to reach a wide audience, the trust, and the unique live experiences make it a favorite among viewers and advertisers alike. Furthermore, the continuous innovation within the sector ensures that linear TV not only moves with the times, but also offers new opportunities for advertisers to effectively communicate their message. As media consumption continues to change, linear TV will continue to prove its value as a powerful and timeless medium. More information about linear TV? Read more.