Cable TV has been a staple of law firm advertising for decades. CTV is where viewers are heading. Understanding the differences helps you allocate budget effectively.
The Audience Reality
Cable’s audience has declined significantly:
- Cable viewing dropped 39% since 2021
- Cord-cutting accelerates every year
- Streaming now accounts for 44.8% of TV viewing
Cable still has audience, but it’s smaller and older than it was. 90% of U.S. households now use CTV devices.
Targeting Comparison
Option A
Option B
The gap is significant. Cable reaches “people watching HGTV at 7pm.” CTV reaches “auto loan holders in specific zip codes with workers’ comp research behavior.”
Cost Comparison
Cable Costs
| Market | Monthly Cost (typical buy) |
|---|---|
| Small DMA | $8,000-15,000 |
| Mid DMA | $15,000-30,000 |
| Major DMA | $25,000-50,000 |
| Top DMA | $40,000-80,000+ |
CPMs typically range $10-25 depending on network and daypart.
CTV Costs
| Market | Monthly Budget |
|---|---|
| Small DMA | $15,000-25,000 |
| Mid DMA | $30,000-50,000 |
| Major DMA | $50,000-80,000 |
| Top DMA | $75,000-150,000+ |
CPMs typically range $35-50 for quality inventory.
Effective CPM Comparison
Raw CPM doesn’t tell the full story:
| Channel | CPM | Target Relevance | Effective CPM |
|---|---|---|---|
| Cable | $18 | 8% | $225 |
| CTV | $42 | 25% | $168 |
CTV’s higher CPM can deliver lower effective cost per qualified impression.
Measurement Comparison
Cable Measurement
- Estimated ratings (not actual counts)
- GRP calculations
- Phone ring correlation
- No household-level tracking
- Limited attribution capability
CTV Measurement
- Actual impression counts
- 90%+ household match rates
- Verified website visits
- Conversion attribution
- Multi-touch tracking
CTV accounted for 38% of impressions but 63% of attributable conversions. Measurability that cable can’t match.
Completion and Attention
Cable Viewing
- Background viewing common
- Channel surfing during ads
- DVR skipping prevalent
- Lower ad engagement overall
CTV Viewing
- 94-96% completion rates
- Non-skippable (typically)
- 56% attention rate
- Active viewing environment
CTV viewers watch your full message. Cable viewers may have wandered to the kitchen.
When Cable Still Makes Sense
Live Sports
Sports streaming exists, but traditional cable still carries significant sports inventory. If your market is sports-focused, cable sports maintains value.
News Programming
Local news on cable still reaches older demographics. For firms targeting 55+, cable news remains relevant.
Tight Budgets
Cable’s lower minimums can work for budget-constrained testing. But results will be less measurable.
Existing Relationships
Long-term cable rep relationships can provide value in placement and pricing. These relationships have value. But shouldn’t override strategic considerations.
When CTV Outperforms
Growth Objectives
Building awareness with measurement requires CTV. You can’t prove cable ROI with confidence.
Targeting Precision
Reaching specific behavioral audiences requires CTV. Cable offers demographics; CTV offers behaviors.
Competitive Markets
Standing out requires reaching the right people, not just reaching people. CTV targeting provides edge.
Accountability Requirements
If you need to prove ROI to partners or investors, CTV delivers the attribution cable lacks.
Younger Demographics
Viewers under 50 are increasingly streaming-first. Cable misses significant portions of this audience.
The Hybrid Approach
Many firms run both:
| Scenario | Cable % | CTV % |
|---|---|---|
| Traditional market, older target | 40-50% | 50-60% |
| Growth market, mixed demographics | 25-35% | 65-75% |
| Competitive market, accountability focus | 15-25% | 75-85% |
| Streaming-heavy market | 10-20% | 80-90% |
The trend favors CTV, but cable still has role for specific objectives.
Transition Considerations
If you’re currently cable-heavy:
Don’t cut abruptly: Gradual shift protects momentum
Test CTV first: Prove performance before full transition
Compare fairly: Give CTV 90 days, proper attribution
Track both: During transition, measure what each contributes
See Transitioning from Broadcast to CTV for detailed migration guidance.
The Bottom Line
✅ CTV Advantages
- + Better targeting: household-level behavioral signals
- + Better measurement: verified visits and attribution
- + Better completion: 94%+ vs channel surfing
- + Growing audience: where viewers are going
📺 Cable Niches
- − Live sports still cable-heavy
- − Older demographics still watch cable news
- − Local news programming
For most PI firms seeking growth with accountability, CTV should be primary, cable supplemental.
For complete channel comparison, see Best Marketing Channels for PI Firms.
References
- Nielsen. (2025). Streaming reaches historic TV milestone. https://www.nielsen.com/news-center/2025/streaming-reaches-historic-tv-milestone/
- Nielsen. (2025). Connected TV: Transforming advertising trends. https://www.nielsen.com/insights/2025/connected-tv-transforming-advertising-trends/
- Decentriq. (2025). CTV advertising: The complete guide. https://www.decentriq.com/article/ctv-advertising
- IAB & Innovid. (2022). CTV takes center stage: 2022 video benchmarks. https://www.iab.com/wp-content/uploads/2022/05/Innovid_CTV-Takes-Center-Stage.pdf