Running Traditional TV and CTV Together

Some firms run both traditional TV (broadcast/cable) and CTV. When coordinated properly, they can work together. For firms considering the move, the broadcast to CTV transition guide covers the step-by-step process. 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

1. Nielsen. (2026). The Gauge, streaming reaches 47.5% of TV viewing, December 2025
2. Nielsen. (2025). Connected TV: Transforming advertising trends
3. Nielsen. "Streaming Shatters Multiple Records in December 2025." 2026.