What Is Linear TV?
Linear TV refers to traditional television broadcasting, where programs are aired according to a set schedule. Viewers tune in at specific times to watch shows, news, or sports events, as content is delivered in a predetermined sequence by the broadcaster.

How It Works:
In a traditional broadcast setup, viewers must watch shows as they air, following a set schedule. Unlike streaming platforms (CTV), Linear TV does not allow for on-demand viewing or user-specific targeting.

Measurement:
Key metrics for evaluating Linear TV ads include gross rating points (GRPs), indicating the percentage of the target audience reached, and cost per thousand (CPM), representing the cost of reaching 1,000 viewers.

Example:
A popular TV network airs a new drama series episode every Wednesday at 8 PM. Advertisers leverage this prime time slot by placing commercials during the show’s ad breaks, targeting viewers tuning in live to watch the episode.