Television advertising is no longer just about broad demographics and expensive primetime slots. In 2026, the landscape has evolved into a sophisticated blend of traditional "linear" reach and the digital precision of . With US TV ad spending projected to reach $84 billion in 2025—including $33.35 billion specifically in CTV—the goal is now to manage "converged television" across broadcast, cable, and streaming. 1. Define Your Objectives and KPIs
Modern tools allow you to adjust spend based on current engagement patterns and website traffic uplift. Typical Pricing Note Linear Primetime National awareness & massive reach Most expensive; premium rates Local Cable Targeting specific neighborhoods 10-20% the cost of broadcast Connected TV Performance & precision targeting Driven by digital-style CPMs TV Media Buying: What Is It & How Does It Work? - MNTN buying television advertising
Negotiating directly with networks or local stations, often during "Upfronts" (early buying for the year) or "Scatter" markets. Television advertising is no longer just about broad
Track your consumer's journey from a TV ad view to an online purchase using cross-channel metrics. - MNTN Negotiating directly with networks or local
A "one plan, many screens" approach is now standard. Most successful strategies use a hybrid model:
The Modern Marketer’s Guide to Buying Television Advertising in 2026