TV (linear)

Traditional linear TV is scheduled broadcast and cable television where programs air at set times and viewers watch live or time-shifted programming; advertising appears as commercial breaks sold against those scheduled programs.

Linear TV inventory is owned by networks, local broadcasters and MVPDs/cable operators and is bought by advertisers through upfronts, scatter buys or direct deals based on ratings and reach metrics (e.g., GRPs/TRPs); delivery and audience measurement are validated by third-party firms. While largely outside real‑time programmatic buying, linear TV is increasingly integrated with AdTech via addressable/advanced TV and cross‑platform measurement to enable audience-based targeting and attribution.

Sellers are television networks, local stations and multichannel operators; buyers are national and local advertisers, often represented by media agencies that negotiate upfront and scatter markets. Pricing and allocation are driven by program ratings, seasonal demand and long-term commitments, with verification, measurement vendors and emerging programmatic/advanced TV platforms acting as intermediaries.