What is linear TV?

Linear TV is the traditional way of watching television, where programmes are broadcast at fixed times on specific channels and viewers tune in live. With linear TV you follow a preset schedule instead of choosing what to watch on demand.

In a linear TV model broadcasters send their signal via cable, satellite or terrestrial transmitters. Viewers access linear TV through a set-top box or built-in TV tuner and can only watch what is playing at that exact moment unless they use a separate recording device. For advertisers this creates fixed ad breaks and predictable audience peaks around news, prime time shows and live events.

How linear TV works for viewers and advertisers

Linear TV relies on a programming grid built by broadcasters, often weeks in advance. Channels decide which shows run at which hour, then sell advertising inventory in those breaks. As a viewer, you adapt your schedule to the linear TV timetable, for example sitting down at 8pm for a popular series or at 9pm for the evening news.

For marketers, linear TV advertising is usually bought based on ratings, reach and demographics. Media buyers pay for access to a broad audience segment at specific times. Unlike digital channels, measurement is often based on panels and estimates, which makes attribution harder compared to programmatic or search campaigns that can track clicks and conversions in detail.

Linear TV vs streaming, CTV and on-demand

Linear TV is different from OTT and connected TV because viewers cannot choose freely when to start a programme. With streaming platforms the content sits in a digital library and users watch on their own schedule. Linear TV is closer to radio, where you join the live stream that is currently running. Many broadcasters now combine linear TV with online players or apps to keep reach high as audiences shift to digital.

For a growth-focused marketing team, the main question is not whether linear TV is good or bad but how it fits into a measurable media mix. While linear TV can still be powerful for reach in Belgium and across Europe, many brands prefer to invest first in channels that offer sharper targeting and attribution, like programmatic display and video or paid search.

When linear TV still makes sense in your media mix

  • Building broad awareness quickly for mass-market products or national brands.
  • Reaching audiences during major live events such as sports, news or reality shows.
  • Reinforcing digital campaigns with offline presence to improve brand recall.
  • Supporting PR or brand campaigns that aim for share of voice, not only direct response.
  • Creating brand mentions that later show up in search and influence SEO-related brand searches.

Used this way, linear TV becomes one part of a broader growth strategy, where TV-driven awareness is captured and measured through digital channels that are easier to track and optimise.

What linear TV means for data-driven marketers

For e-commerce and B2B leaders used to dashboards and precise CAC numbers, linear TV can feel blunt. You get scale and cultural impact, but less control over targeting and measurement. This is why many teams treat linear TV as a later-stage channel once core digital basics like SEO, search ads and social campaigns are highly efficient.

If you decide to test linear TV, the key is to prepare your digital ecosystem first. Make sure your website, landing pages and analytics are set up to capture the extra branded traffic and direct visits driven by TV. Then you can compare baseline performance before and after your linear TV flights and judge whether the uplift justifies the spend.

In short, linear TV is still relevant, but it works best when combined with strong digital foundations and a clear framework for measuring its indirect impact on search, site visits and revenue.