What is linear television?

Linear television is a traditional form of broadcasting in which programs are shown at specific, predetermined times. Viewers follow the programming established by the channels, without being able to choose when to watch, unlike modern streaming services.

Linear television, a model rooted in habits

For decades, traditional television has operated on a simple principle: programs are broadcast continuously according to an established schedule. Whether for news, series or entertainment programs, viewers adapt to the proposed schedule and watch content in real time.

This mode of consumption contrasts with video-on-demand services, which allow free choice of content and viewing times. Yet linear tv retains major advantages, particularly for TV advertising, by offering a large, captive audience.

A different kind of video-on-demand consumption

Linear TV and video-on-demand (VOD) offer distinct experiences, influencing viewer behavior.

Passive vs. active consumption

With linear tv, the viewer follows the flow of programs without intervention, which constitutes so-called “passive” consumption. Conversely, VOD requires an active approach: choosing a program, deciding when to watch it, etc. This distinction is essential for understanding advertising strategies.

According to a study by Médiamétrie, in 2022, the French watched an average of 3h26 hours of television a day, down 7% on 2021. This decrease can be explained in part by the transfer to streaming platforms such as Netflix, Amazon Prime, or Canal +.

A collective gathering that creates engagement

Linear television offers moments of togetherness, particularly during live events such as sporting competitions or special broadcasts. For example, the opening ceremony of the 2024 Olympic Games attracted 24.4 million viewers in France, setting a new audience record. (Source: Télérama)

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These events create a sense of community and belonging, difficult to reproduce with VOD. For advertisers, it's an opportunity to reach a massive, engaged audience.

Is linear television still relevant for advertisers?

Despite the rise of streaming platforms, linear TV remains a preferred channel for advertising campaigns.

A powerful medium for television advertising

Linear television offers broad coverage and the ability to reach diverse demographic segments. 

According to Jean-Marie Dru, president of communications group TBWA Monde, the 30-second advertising format remains the standard in terms of TV advertising time. It allows us to effectively convey a message to viewers. (Source: lemonde.fr)

What's more, national channels such as those grouped under France TV Publicité offer attractive advertising space for companies wishing to reach a wide audience.

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Complementarity with digital

Advertisers are increasingly adopting a hybrid approach, combining linear TV and digital platforms. This strategy maximizes the reach and impact of campaigns. For example, airing a spot on TV while relaying it on social networks enhances the memorability of the message.

TV sponsorship, an effective alternative

Beyond classic spots, TV sponsorship (also known as TV sponsorship) enables brands to associate themselves with popular programs. A partnership with a prime-time program guarantees ongoing exposure and strengthens a company's credibility with the public.

This format is increasingly appealing to advertisers looking for a more subtle presence than traditional advertising. 

A striking example: sponsors of reality TV shows or sporting events, who benefit from a positive and lasting association with the program.

What does the future hold for linear television?

Faced with technological developments and new consumer habits, linear television is undergoing a major transformation.

According to a Deloitte report, linear TV is not likely to disappear, but it will have to adapt to new viewer expectations and integrate interactive features to remain competitive. (Source: lecho.be)

In conclusion, although linear television faces major challenges, it retains an important place in the media landscape. For advertisers, it offers unique opportunities to reach a large and engaged audience, especially when integrated into a coherent multimedia strategy.