Full Stream Ahead: The Digital TV Revolution Brands Can’t Ignore

The Decline of Linear TV: By the Numbers

Let’s start with a stark reality check:

• 2014: 100 million households watching linear TV
• Today: 74 million households
• 2025 Forecast: Just 44 million households

This isn’t just a trend. It’s a seismic transformation in how people consume content.

The New Viewing Reality

What Viewers Want

• Personalized content
• On-demand experiences
• Control over when and how they watch

Proof Point: The Grammy Effect

• Live Broadcast: 9 million viewers
• Dua Lipa’s Performance Online: 53 million views and counting

Debunking Linear TV Myths

Myth 1: Marketing Mix Models (MMM) Prove Linear TV’s Effectiveness

Reality: These models are backward-looking and don’t capture real-time media consumption changes.

Myth 2: Only Traditional TV Drives Mass Reach

Reality: 213 million people now stream programming through Connected TV (CTV) apps

Myth 3: Only Professionally Produced Content Matters

Reality:

• 73% of viewers want personal, relevant content
• Only 15% believe content must be professionally produced

Myth 4: Big Screen Experiences Require Traditional TV

Reality: YouTube watch time on TV screens nearly doubled between 2019-2020

Myth 5: Low CPMs Mean Better Value

Reality: Cheaper doesn’t mean more effective

• Average heavy TV viewer sees the same ad 26 times
• Repetition doesn’t equal impact

Success Stories: Brands Embracing Digital-First

Nissan’s Innovative Approach

• Created 30 different creative cuts
• Targeted 7 distinct audiences
• Result: 12% more sales than previous linear TV campaigns

Kimberly-Clark

• Added YouTube CTV campaigns
• Achieved 36% more reach

Coty

• Integrated more digital into holiday campaigns
• Maintained same reach for 15% less budget

Strategies for Digital-First Transformation

1. Creative Flexibility

• Move beyond single creative approach
• Develop targeted, adaptable content
• Optimize in real-time

2. Integrated Reach Planning

• Combine linear TV and digital platforms
• Use Nielsen’s Total Ads Ratings (TAR)
• Find optimal media mix

3. Strategic Testing

• Start small and strategic
• Test digital approaches on:
  • Non-core product lines
  • Limited geographic regions
• Isolate and measure impact

The Future of TV Advertising

Key Trends

• Personalization
• On-demand experiences
• Cross-platform integration
• Real-time optimization

Viewer-Centric Approach

• Understand changing consumption habits
• Create content that resonates
• Provide genuine value

Actionable Recommendations

1. Audit Current Media Mix
   • Analyse existing TV advertising strategy
   • Identify digital integration opportunities
2. Invest in Flexibility
   • Develop adaptable creative assets
   • Build cross-platform capabilities
3. Embrace Data-Driven Insights
   • Use advanced measurement tools
   • Continuously optimize approach
4. Think Audience-First
   • Prioritize viewer experience
   • Create content people want to watch

Conclusion: Adapt or Get Left Behind

The TV advertising landscape isn’t just changing. It has changed.

Brands that win will:

• Be curious
• Take calculated risks
• Understand viewer behaviour
• Create genuinely compelling experiences

The future of advertising is:

• Personalized
• On-demand
• Digital-first

Are you ready to full stream ahead?

Contact Dorrington Media today!