Linear TV refers to the traditional method of content delivery through satellite or cable. It is also known as broadcast TV, and the term "linear" refers to the way in which viewers consume the content. In other words, content streams according to a predetermined schedule, and all viewers watch it at the same time. Linear TV is different from video-on-demand (VOD) streaming, where viewers can access content when they want. Linear TV is usually prerecorded and hosted on a video server, and special software is responsible for scheduling the time slots for each piece of content and advertisements.

Linear TV is still relevant today, and it holds unparalleled opportunities for brands to expand reach, diversify their marketing mix, drive short-term sales, and create future demand for their offering. Linear TV advertising refers to traditional broadcast or cable and excels in reaching broad audiences. It is ideal for brands aiming for mass exposure. However, advanced audience targeting options are limited on linear TV compared to connected TV (CTV) and over-the-top (OTT) platforms.

In summary, linear TV is the traditional method of content delivery through satellite or cable, where content streams according to a predetermined schedule, and all viewers watch it at the same time. Linear TV advertising refers to traditional broadcast or cable and excels in reaching broad audiences. Although advanced audience targeting options are limited on linear TV compared to CTV and OTT platforms, linear TV is still relevant today and holds unparalleled opportunities for brands to expand reach, diversify their marketing mix, drive short-term sales, and create future demand for their offering.