Running Traditional TV and CTV Together

Some firms run both traditional TV (broadcast/cable) and CTV. When coordinated properly, they can work together. When run separately, they may create inefficiency. Here’s how to combine them effectively.

Why Run Both?

Coverage Complementarity

Different audiences, same message:

• Traditional TV: Cord-holders, older demographics, news viewers
• CTV: Cord-cutters, streaming-first households, younger demographics

Together: Maximum TV household reach.

Transition Strategy

Moving from broadcast to CTV:

• Maintain traditional presence during transition
• Build CTV capability alongside
• Gradually shift allocation
• Don’t abandon existing audience

Market Characteristics

Some markets favor combination:

• Higher traditional TV viewership (older DMAs)
• Sports-heavy markets (broadcast sports)
• News-focused strategies (local broadcast news)

The Audience Split

Overlap Considerations

Many households use both:

• Some cord-havers also stream
• Important for reach vs. frequency planning
• Don’t assume separate audiences

Budget Allocation

Historical Firm (Shifting)

Firms with established broadcast presence:

Year	Broadcast/Cable	CTV
Current	70%	30%
Year 2	50%	50%
Year 3	30%	70%
Target	20%	80%

Gradual shift maintains presence while following audience.

New Firm (Starting Fresh)

Firms building TV presence:

Budget	Broadcast/Cable	CTV
Entry	0%	100%
Growing	20%	80%
Mature	30%	70%

Start CTV-first, add traditional only if specific need.

High-Budget Firm

Firms with substantial TV investment:

Scenario	Broadcast/Cable	CTV
Maximum reach	40%	60%
CTV emphasis	25%	75%
Traditional emphasis	50%	50%

Match allocation to audience priorities and market characteristics.

Creative Coordination

Same Creative Across Both

Advantages:

• Consistent brand presence
• Production efficiency
• Reinforced recognition

Requirements:

• Meets broadcast technical specs
• Works for both contexts
• Quality sufficient for both

Adapted Versions

When Different:

• Broadcast: May include specific station tags
• CTV: May have interactive elements
• Length variations (TV slots vs. CTV flexibility)

Maintain:

• Same core message
• Same visual identity
• Same emotional approach

Frequency Management

The Challenge

Running both channels adds impressions:

• Broadcast: X frequency
• CTV: Y frequency
• Overlap households see both

The Goal

Optimal total frequency:

• 6-8 exposures/week ideal for recognition
• Too few: No impact
• Too many: Waste/annoyance

Management Approaches

If platforms connect:

• Unified frequency capping
• Cross-platform optimization
• True household-level management

If platforms don’t connect:

• Conservative caps on each
• Assume some overlap
• Monitor for over-frequency signals

Measurement Integration

The Measurement Gap

Traditional TV and CTV measure differently:

• Broadcast: Nielsen estimates
• CTV: Verified visits, attribution

Integration Approaches

Unified Attribution:

• Third-party attribution platform
• Connects both TV types
• Requires investment

Separate with Correlation:

• Measure each independently
• Look for combined effects
• Less precise, more practical

CTV as Measurement Proxy:

• CTV provides accountability
• Traditional TV assumed contributory
• Not ideal but workable

Timing Coordination

Aligned Flights

Run both simultaneously:

• Unified campaign periods
• Combined frequency impact
• Consistent presence

Complementary Flights

Run sequentially:

• Broadcast for broad awareness
• CTV for targeting/retargeting
• Different roles, coordinated

Continuous + Flights

CTV continuous, broadcast flights:

• CTV maintains presence
• Broadcast provides boost periods
• Efficient use of both

When Traditional TV Still Wins

Local News Integration

• News viewers more likely broadcast
• News sponsorships/integrations
• Local credibility plays

Sports Events

• Live sports often broadcast
• Super Bowl, playoffs
• Specific event targeting

Older Demographics

• 65+ viewers more traditional
• Estate planning, nursing home PI
• Medicare-related legal services

Specific Markets

• Markets with high traditional viewership
• Rural areas with limited streaming
• Specific demographic concentrations

Common Coordination Mistakes

Mistake 1: Treating as Separate

Different agencies, no coordination, no unified strategy. Result: Inefficient spend, possible over-frequency.

Mistake 2: Same Strategy, Different Media

Applying broadcast thinking to CTV (broad targeting, no measurement) or CTV thinking to broadcast (expecting precision).

Mistake 3: Ignoring Overlap

Assuming audiences don’t overlap. Many households see both, affecting frequency and messaging.

Mistake 4: Inconsistent Creative

Different looks, messages, or brands across platforms. Confuses rather than reinforces.

The Transition Question

The Market Direction

71% streaming growth since 2021. Traditional declining. The direction is clear. Speed of shift is the question.

Unified Strategy Framework

Step 1: Define Audience

Who are you trying to reach? What’s their viewing behavior?

Step 2: Allocate Based on Audience

Match budget to where audience actually watches.

Step 3: Coordinate Creative

Same brand story, appropriate adaptations.

Step 4: Manage Frequency

Avoid over-delivery to overlap households.

Step 5: Measure Holistically

Understand combined effect, not just channel silos.

For detailed comparison, see the CTV vs broadcast article.

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/