Why Linear is the Most Powerful Force in an Integrated Marketing Mix

By Dick Wechsler, Founder & CEO of Lockard & Wechsler Direct

In the ever-evolving landscape of marketing, the debate over the relevance of linear television remains a hot topic. While digital media continues to grow exponentially, linear TV maintains a unique and powerful position in an integrated marketing mix. Despite the surge in digital consumption, linear TV offers unmatched benefits that can significantly enhance a brand’s visibility and engagement. Let’s unpack why linear TV is the most powerful force in an integrated marketing mix:

Broad Reach and High Engagement

Linear TV boasts unparalleled reach, making it a crucial component of any comprehensive marketing strategy. According to Nielsen, in June of 2024, Linear TV took up 47.7% of total TV viewership. This vast audience provides marketers with the opportunity to deliver their message to a diverse and expansive demographic, something that digital platforms struggle to match.

Moreover, the engagement levels with linear TV are notably high. People often tune into TV programs with a focused mindset, whether it’s watching live sports, news, or prime-time shows. This engaged viewership translates into brands meeting their key campaign metrics. A study by the Video Advertising Bureau (VAB) found that more than half of advertisers identify Linear TV as their most valuable video tactic.

The Power of Scheduled Programming

One of the unique strengths of linear TV is that programming is set to a timeframe. Unlike digital content that can be consumed on-demand, linear TV promotes “live” content, creating a sense of urgency and anticipation among viewers to tune in at a specific date and time. This predictability allows brands to strategically place their ads during high-viewership slots, ensuring maximum exposure.

For instance, major sporting events like the Super Bowl or the Olympics attract millions of viewers who tune in at the same time.

According to Nielsen, the 2024 Super Bowl had over 123 million viewers, making it an ideal platform for brands to reach a massive audience simultaneously. The Washington Post also reported that the 2024 Summer Olympics had reached an average of 34 million average viewers through the 5th day of events, 79% more than the 2021 Tokyo Summer Olympics. This kind of simultaneous viewership is rare in the digital realm, where content consumption is highly fragmented.

Trust and Credibility

Linear TV also benefits from a high level of trust and credibility among viewers. Traditional TV networks have built a reputation for delivering reliable news and quality entertainment, which extends to the advertisements aired on these channels. A study by MarketingSherpa found that 80% of consumers ranked TV ads as a trustworthy advertising format for making purchasing decisions, compared to 61% and below for varying digital ad formats.

Synergy with Digital Media

While linear TV is a powerful medium on its own, its true strength lies in its ability to complement and enhance digital media efforts. An integrated marketing mix that combines the broad reach of TV with the precision targeting of digital can create a synergistic effect, amplifying the impact of both channels.

Data-Driven Targeting

Advancements in technology have also transformed how marketers approach linear TV. Today, data-driven targeting capabilities allow brands to reach specific audiences with greater precision. Addressable TV, for instance, enables advertisers to deliver tailored ads to households based on demographic and behavioral data. This level of targeting, combined with the broad reach of linear TV, ensures that marketing messages resonate with the right audience at the right time.

Linear TV remains a powerful force in an integrated marketing mix. While digital media continues to grow, the unique strengths of linear TV make it an indispensable tool for brands looking to maximize their visibility and impact. By leveraging the best of both worlds, marketers can create a holistic and effective marketing strategy that drives results across all channels.