By: AK Infinite 

As the holiday season brings its wave of tentpole events, advertisers are navigating an increasingly complex media landscape. While streaming platforms have transformed how audiences consume content, linear television—including both broadcast and cable—remains a crucial component of a comprehensive advertising strategy. Brands aiming to capture audience attention during this pivotal time find that a balanced approach is essential. 

The 2024 Macy’s Thanksgiving Day Parade highlights this dynamic. NBC’s live broadcast attracted an average of 23.6 million viewers, making it the most-watched entertainment program since the 2020 Oscars. Simultaneously, Peacock, NBC’s streaming platform, reported a 26% increase in viewing hours compared to 2023. This dual success underscores the importance of both traditional and digital platforms in reaching today’s audiences. 

“The Macy’s Parade exemplifies how linear and streaming can coexist and complement each other,” says Chris Marine, Founder and CEO of Campfire, a media agency specializing in cross-channel media strategy and integrated media planning. “Audiences are diversifying their viewing habits, and advertisers need to embrace a balanced media portfolio to effectively engage them.” 

From Linear to Streaming—and Everything In Between 

While streaming platforms are experiencing significant growth—with cable TV now reaching about 24% of the population, down from over 76% a decade ago—linear TV still commands substantial viewership, especially during live events. 

“To put it in perspective, cable TV’s reach has diminished considerably over the years, similar to how landline phones gave way to mobile devices,” Marine explains. “This shift highlights the importance of diversifying advertising strategies to include both emerging and traditional mediums.” 

He adds, “Streaming inventory is still incredibly undervalued. The market has been slow to react and move more into this important medium. This presents a unique opportunity for brands to capitalize on streaming platforms at a lower bid rate before the rest of the market catches up.” 

David Gogel, Head of Growth at Campfire, agrees. “It’s not about abandoning linear TV in favor of streaming. It’s about recognizing where audiences are and allocating media investments accordingly. Both platforms have unique strengths that, when combined, amplify a brand’s message.” 

Data-Driven Strategies in a Multi-Platform World 

Nielsen reports that streaming now accounts for over 40% of total TV consumption in the United States. However, linear TV continues to deliver significant audiences during live events.

Comscore’s 2024 studies reveal that households are blending traditional and digital media consumption. 

“Consumers are engaging with content across multiple platforms,” notes Marine. “A one-size-fits-all approach is no longer effective. A balanced media strategy, informed by data and supported with an understanding of human emotion, ensures that brands remain visible and relevant across all channels.” 

The Continuing Relevance of Linear TV 

Linear TV remains a critical avenue for reaching certain demographics. Live events, news, and sports broadcasts still draw large audiences who prefer traditional viewing experiences. 

“Linear TV offers significant opportunities for mass reach and shared viewing experiences,” asserts Gogel. “While streaming platforms provide targeting and flexibility, linear TV delivers scale and immediacy. Both are essential components of a holistic media strategy.” 

Navigating the Abundance of Streaming Inventory 

The expansion of streaming services has led to an influx of advertising inventory, presenting both opportunities and challenges. Brands must be strategic to ensure their messages resonate and stand out. 

“An abundance of inventory doesn’t guarantee success,” cautions Gaby Carmichael, Head of Strategy and Planning at Campfire. “It’s about choosing the right mix of platforms and placements. By integrating streaming with linear buys, we can reinforce messaging and reach audiences wherever they are.” 

Embracing a Balanced Media Portfolio 

The convergence of streaming and linear TV is redefining the advertising landscape, especially during the holiday season when consumer attention is at a premium. 

“The holiday season is a critical period for brands to make an impact,” says Carmichael. “By leveraging the strengths of both linear and streaming platforms, we’re able to deliver cohesive and effective campaigns that engage consumers across the board.” 

Marine offers a forward-looking perspective: “The shift in media consumption doesn’t render any single platform obsolete. Instead, it expands the opportunities for brands to connect with audiences. A balanced media portfolio is not just advantageous—it’s necessary for success in today’s dynamic environment.” 

He concludes, “Success in today’s market isn’t about choosing one platform over another. It’s about understanding how to integrate multiple channels to tell a cohesive brand story. Streaming, in particular, offers untapped value for those willing to seize the opportunity now.

Published by Jeremy S.