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Linear TV Isn't Dead: Advertising Revenue Remains Strong

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  Published in Media and Entertainment on Friday, February 27th 2026 at 13:10 GMT by TV Technology
      Locales: Virginia, UNITED STATES

Friday, February 27th, 2026 - For years, industry analysts have predicted the imminent death of linear television, forecasting a complete shift of viewers - and, crucially, advertising dollars - to streaming services. However, a recent deep dive into advertising revenue reveals a surprisingly resilient landscape: linear TV remains the dominant force in advertising spend, despite the explosive growth of streaming. This continued dominance is reshaping how media companies strategize, and forcing a re-evaluation of the 'cord-cutting' narrative.

The Television Bureau of Advertising (TVB) released its latest "Advertising Factbook" data this week, painting a complex picture of a media ecosystem in flux. The report, covering the first half of 2023 (data consistently lags due to reporting cycles, making historical comparisons essential), shows linear TV advertising revenue clocked in at a substantial $19.3 billion. While streaming advertising revenue is undeniably booming - reaching $11.1 billion in the same period - it hasn't yet surpassed the reach and revenue generated by traditional broadcasting. This represents a significant gap, and underscores the enduring value of linear TV for advertisers.

Donna Ferraro, VP, Strategy & Insights at the TVB, explains the rationale. "Linear TV provides advertisers with a unique opportunity to reach a broad audience in a 'lean-back' environment, which is difficult to replicate in other channels." This 'lean-back' experience, where viewers passively consume content, contrasts with the active engagement required for streaming - where viewers are constantly making choices about what to watch, and often subjected to ad-skipping capabilities or ad-supported tiers that dilute brand impact. The scale of reach remains unmatched; a nationally televised event still draws a larger audience than even the most popular streaming series.

The Factbook further detailed that linear TV accounted for 34.6% of total media spending during the observed period, compared to 23.6% for streaming. While the gap is narrowing, the difference remains significant. Analysts believe this is due to a combination of factors: the continued prevalence of live events (sports, news, awards shows) on linear TV; the established brand recognition and trust associated with major broadcast networks; and the ability to target specific demographics through local broadcast advertising.

Beyond the Numbers: A Changing Landscape, Not a Demise

The narrative isn't about linear TV winning against streaming, but rather about a symbiotic relationship. Smart media companies are no longer viewing these platforms as mutually exclusive, but as complementary. Many are adopting a 'both/and' strategy, offering viewers content across multiple platforms, and integrating advertising campaigns to maximize reach and impact. This integration is becoming increasingly sophisticated, with advancements in addressable TV advertising allowing for targeted ads within linear broadcasts, mirroring the precision of digital advertising.

Furthermore, the fragmentation of the streaming landscape is working in favor of linear TV. With dozens of streaming services vying for attention, advertising budgets are being spread thinner, and it's becoming more difficult for brands to achieve the same level of impact they once did with a concentrated spend on a few major networks. Linear TV, while facing its own challenges, still offers a relatively consolidated platform for reaching a mass audience.

Looking Ahead: 2026 and Beyond

The trends observed in 2023 have largely continued into 2024 and early 2026. Streaming ad revenue continues to climb, driven by subscriber growth and the increasing adoption of ad-supported tiers. However, linear TV advertising has proven remarkably resilient, benefiting from strong political advertising spending (especially in election years) and continued demand for live sports rights. The TVB now predicts that linear TV will maintain a significant share of the advertising pie for at least the next five to seven years.

Innovations in ad tech, such as dynamic ad insertion and cross-platform measurement, are further blurring the lines between linear and streaming advertising. Advertisers are increasingly demanding unified metrics that allow them to track the performance of their campaigns across all platforms, and media companies are responding by developing new solutions to meet these needs. The future of television advertising isn't about choosing between linear and streaming; it's about creating a seamless, integrated experience that delivers value to both advertisers and viewers.