13/03/2026
TV ad spending is shifting — and your strategy should too. 📺➡️📱
Many traditional TV buyers will tell you they’re getting you OTT or CTV. But too often, that’s like buying “digital” ads from a local newspaper — their real business is still selling linear.
The audience has already moved. Your media strategy needs to move with it.
Viewers are watching live TV through streaming platforms like YouTube TV, DIRECTV Stream, FuboTV, Hulu Live, and Sling TV — especially for news and sports. These environments offer access to the same premium programming without relying on legacy cable infrastructure.
The smartest approach is buying through direct publisher relationships and partnerships with major news and sports networks — where the audiences actually are.
You have two choices:
1️⃣ Buy directly from the platforms and networks
2️⃣ Partner with experts who already have the relationships and infrastructure to do it for you
What you shouldn’t do:
❌ Keep buying traditional cable as if nothing has changed
❌ Treat programmatic CTV like cable inventory without understanding the challenges
The audience has moved.
Your TV buying strategy should too.
