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Choosing the Right TV Inventory for Your Advertising Campaign

Linear TVCTVMedia BuyingBest Practices

Television advertising has long been a staple of the marketing mix, providing brands with the ability to reach a broad audience through a variety of programming options. However, as the media landscape has evolved and new technologies have emerged, so too has the way that TV inventory is bought and sold. In this blog post, we will take a look at the different types of TV inventory available to advertisers, including broadcast, cable, and CTV and streaming inventory.

Broadcast Inventory: The Traditional Option

Broadcast television, also known as over-the-air television and linear TV, refers to the traditional method of delivering television programming via terrestrial radio waves. This includes network and local stations, which are available to viewers through an antenna or a cable or satellite subscription. Advertisers can purchase airtime on these stations during specific programs or dayparts, such as prime-time or daytime.

One of the benefits of broadcast television is its wide reach. Broadcast networks, such as ABC, NBC, CBS, and Fox, are available in most areas of the country and have a large, diverse audience. This makes it an attractive option for advertisers looking to reach a broad audience. However, the broad reach of broadcast television also means that it can be more expensive than other forms of TV inventory, and advertisers may not be able to target specific demographics as easily.

Cable Inventory: A More Targeted Option

Cable television refers to the delivery of television programming via a cable or satellite subscription. Advertisers can purchase airtime on specific cable networks, such as ESPN, MTV, or CNN, that reach specific audiences. This allows advertisers to target specific demographics, such as sports fans or young adults.

Cable inventory also offers more flexibility in terms of ad placement. Advertisers can purchase spots during specific programs or dayparts, or they can opt for a "roadblock" ad, where a commercial runs simultaneously on multiple networks. This can be a more cost-effective option than buying airtime on multiple networks individually.

Another advantage of cable television is the ability to reach more niche audiences. There are hundreds of cable channels available, which can cater to a wide range of interests, from cooking to sports to politics. This allows advertisers to reach specific audiences that align with their products or services.

CTV and Streaming TV Inventory: The New Frontier

Connected television (CTV) refers to the delivery of television programming via the internet, on devices such as smart TVs, streaming devices, and gaming consoles. Streaming services, such as Netflix, Hulu and Amazon Prime Video, are examples of CTV platforms that are ad-supported to some degree.

One of the biggest advantages of CTV and streaming inventory is the ability to target specific audiences. Streaming services have a wealth of data on their viewers, including demographics, viewing habits, and even purchase history. This allows advertisers to reach specific audiences with precision and efficiency.

Another advantage of CTV and streaming inventory is the ability to measure the effectiveness of advertising campaigns. Streaming services provide detailed analytics on ad performance, including viewability, completion rates, and click-through rates. This allows advertisers to optimize their campaigns in real-time and ensure they are reaching their desired audience.

An Evolving Media Landscape for TV Inventory

As the media landscape continues to evolve, advertisers have more options than ever when it comes to buying and selling TV inventory. Each type of inventory - broadcast, cable, and CTV and streaming - has its own set of benefits and limitations. Broadcast inventory offers a wide reach and a diverse audience, but can be expensive and not as targeted as other options. Cable inventory allows for more targeted advertising and the ability to reach niche audiences, but may not have the same reach as broadcast. CTV/streaming inventory offers precise targeting and detailed analytics, but can be expensive and not all streaming services offer advertising options.

Ultimately, the best option for an advertiser will depend on their specific goals and target audience. Advertisers should carefully consider the advantages and limitations of each type of inventory before making a decision. Additionally, it's important for advertisers to stay informed about the latest developments in the TV advertising landscape, as new technologies and platforms are constantly emerging. By understanding the different types of TV inventory available, advertisers can make informed decisions and reach their desired audience effectively.

Find out how Simulmedia’s unique TV+® platform for TV and streaming advertising provides unified access to premium linear and CTV inventory across all networks and publishers. Request a demo or email us at advertise@simulmedia.com.