Connected TV vs linear TV
Linear television reaches large audiences simultaneously on a schedule and is bought against demographics in upfronts and scatter, measured by panel. Connected TV reaches households individually through streaming, is bought programmatically or direct against household-level data, and is measured by device signals. CTV costs more per thousand, offers targeting and frequency control linear cannot, and is where audiences under 50 have moved; linear remains cheaper per point and stronger for live sports and older audiences. Most television plans now combine the two and struggle with deduplicated reach across them.
| Connected TV | linear TV | |
|---|---|---|
| Delivery | Broadcast, cable, satellite on a schedule | Internet streaming to a TV screen |
| Buying | Upfront and scatter; GRPs against demos | Programmatic, PG, and direct; impressions against households and audiences |
| Targeting | Program, daypart, network, DMA | Household data, first-party matching, contextual, geography |
| Frequency control | None across networks | Household caps within a platform; leaks across platforms |
| Measurement | Nielsen panel ratings; VideoAmp and iSpot alternatives | Device and ACR data; impression counts; verification partners |
| Typical CPM | $10 to $30 broadcast prime (varies widely) | $20 to $45 programmatic; $35 to $65 premium direct |
| Skippability | No | No on most CTV inventory |
Terms in this comparison
Cite this page:
Agency Echelon. "Connected TV vs linear TV." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/compare/ctv-vs-linear-tv/