The biggest screen in the home, linear or on demand. Bought on reach within your audience, not on airtime alone.
TV delivers a lot of reach and credibility in a short time. Viewing has shifted, though: a large share watches delayed or through apps. A TV plan therefore combines linear broadcasts with online video and connected TV.
A recognisable brand in the first seconds and one message per spot. Look at what happens right after an airing: more searches and visits show whether the spot lands.
For brands with a broad audience and a budget to buy enough repetition. With online video and CTV it can be smaller and more targeted, as a step towards linear TV. See also programmatic.
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