Multi-Screen Advertising: Why Traditional TV Still Matters in a Streaming World

👉 Watch the full breakdown here: Check out the video and subscribe to our YouTube channel for more insights!

A Deeper Look into TV Trends

In today’s media conversation, the focus often leans towards the decline of traditional TV. However, the reality is more nuanced. Despite the rise of streaming, people still average four hours a day watching traditional television, with eMarketer predicting that this trend will continue through 2025.

This makes traditional TV a crucial opportunity for marketers, one that is often underestimated.

Myth: "Traditional TV is Dead"

Contrary to common belief, traditional TV remains a staple in many households. Nielsen reports that New York households watch around 18 networks per month, with 92% of ad-supported cable content being consumed live. This makes TV ads more valuable, as they are not easily skipped or fast-forwarded.

Although broadband-only households are on the rise, 64% of homes in New York still maintain some form of traditional TV subscription, compared to 57% nationwide. Many of these viewers, known as cord stackers, combine cable with streaming services, enjoying a diverse range of content.

Traditional TV: Still a Dominant Player

Despite slight declines, traditional TV continues to command a significant portion of daily viewing. In 2024, eMarketer estimates that 43% of screen time will be dedicated to TV, surpassing streaming services at 27%. For comparison, social media takes up 12%, while YouTube accounts for 9%.

Live sports play a crucial role in keeping TV relevant. Events like NBA playoffs or NFL games attract engaged audiences who prefer watching live. During the 2024 Knicks playoffs, for example, broadcasts averaged 393,000 impressions among adults aged 25-54, with peak moments exceeding half a million viewers. Advertisers benefit from such events because viewers watch in real time, often with family and friends, amplifying the impact of their campaigns.

An Audience Marketers Can’t Afford to Miss

The appeal of traditional TV extends across demographics. Young viewers tune in for live sports, while older adults with greater purchasing poweralso watch regularly.

Adults aged 50 and up—those with the highest disposable income—spend on everything from luxury goods to everyday essentials like insurance and banking. This makes traditional TV essential for marketers targeting high-value customers. Additionally, it plays a key role in political campaigns, as older adults are more likely to vote.

Beyond engagement, traditional TV households tend to have higher net worth. For example, in New York, these households boast an average net worth of $775,711, compared to $635,779 for broadband-only homes. They also plan larger purchases, such as spending $34,500 on new cars in the next year, compared to $25,100 for broadband-only viewers.

The Power of Multi-Screen Advertising

Marketers don’t need to choose between TV and streaming. In fact, the most successful campaigns integrate both platforms.

Streaming services capture younger audiences, while traditional TV providespremium, brand-safe content—think FX’s Shogun, Paramount’sYellowstone, or the upcoming USA series The Rainmaker based on John Grisham’s novel. Together, these platforms form a hybrid strategy that maximizes reach—whether viewers are watching live sports on TV or binge-watching shows on a streaming app.

The Takeaway: TV is Still a Major Player

Traditional TV is far from obsolete. It continues to play a vital role in today’s media landscape, offering a trusted platform for impactful advertising. Marketers who adopt a multi-screen strategy—combining the reach of TV with the engagement of streaming—will be better positioned to meet their goals.

The challenge isn’t just about adapting to new trends but also recognizing thattraditional TV remains a goldmine for reaching high-value audiences. The brands that embrace both worlds will lead the way in this evolving media environment.

👉 Watch the full video here: View Now And don’t forget to subscribe to our channel for more insights!