Transitioning from Broadcast to CTV

Transition over 12-18 months. Start 70/30 broadcast/CTV, target 30/70. ROAS improves 24% after 90 days. Gradual shift protects momentum.

If you’re currently running broadcast TV and considering CTV, you don’t have to make an all-or-nothing choice. A thoughtful transition protects what’s working while building toward what’s next.

Why Transition?

The Streaming Shift
44.8% TV viewing is streaming Source: Nielsen 2025
71% Streaming growth since 2021 Source: Nielsen 2025
23% Higher ROI from CTV vs broadcast Source: SoCal News Group

The audience has moved. Broadcast-only strategies miss a growing segment of viewers and lack the targeting and measurement CTV provides.

What Changes (And What Doesn’t)

Option A

Option B

Transition Models

Model 1: Gradual Shift

Year 1: 70% broadcast / 30% CTV Year 2: 50% broadcast / 50% CTV Year 3: 30% broadcast / 70% CTV

Advantages:

  • Low risk
  • Learn CTV while maintaining broadcast presence
  • Measure comparative performance

Disadvantages:

  • Slower to capture CTV advantages
  • Managing two systems

Model 2: Aggressive Migration

Immediate: 30% broadcast / 70% CTV 6 months: Evaluate and adjust

Advantages:

  • Faster learning curve
  • Quicker access to targeting/measurement
  • Concentrates resources

Disadvantages:

  • More risk if CTV underperforms initially
  • May lose broadcast reach during transition

Model 3: CTV Addition

Maintain: Current broadcast spend Add: CTV as incremental investment

Advantages:

  • No reduction to working broadcast
  • Pure CTV test
  • Clear A/B comparison possible

Disadvantages:

  • Requires additional budget
  • May not be sustainable long-term

The Transition Timeline

CTV Transition Phases

1

Preparation

1-2 months: CTV education, install tracking pixels, set up call tracking, evaluate CTV partners, review current creative

2

Pilot

2-3 months: Launch CTV at 25-30% of TV budget, test targeting approaches, establish baseline metrics, maintain broadcast presence

3

Scale

3-6 months: Shift budget based on performance, increase CTV if metrics strong, optimize targeting, build first-party audiences

4

Optimization

Ongoing: Find optimal CTV/broadcast mix (typically 70/30), continuous improvement, creative refresh, search integration

Budget Reallocation

Example: $100K monthly TV budget transition

PhaseBroadcastCTVTotal
Current$100K$0$100K
Pilot$75K$25K$100K
Scale$50K$50K$100K
Optimized$30K$70K$100K

The shift happens within existing budget, not requiring new investment.

Managing the Learning Curve

What You’ll Learn Quickly (Month 1)

  • CTV platform interfaces
  • Basic targeting setup
  • Report reading

What Takes Time (Months 2-3)

  • Optimization strategies
  • Attribution interpretation
  • Audience building

What Requires Data (Months 3+)

  • First-party lookalike models
  • Creative performance insights
  • True ROI calculation

Allow 90 days before judging CTV results. ROAS improves 24% after 90 days.

What to Retain from Broadcast

Not everything should shift to CTV:

Keep Broadcast For:

  • 65+ demographics: Still heavily broadcast-dependent
  • Live sports: NFL, major events still draw broadcast audiences
  • Local news: Older viewers trust their local news
  • Event-based: Tentpole programming, finales

Shift to CTV:

  • General awareness: Targeted reach beats spray-and-pray
  • Core demographics (25-54): Significantly streaming
  • Measurable campaigns: Where you need to prove ROI
  • Growth initiatives: Building presence in new markets

Common Transition Mistakes

Mistake 1: Stopping Broadcast Cold

Abrupt end to working broadcast can cause awareness dip while CTV builds. Gradual transition protects momentum.

Mistake 2: Not Giving CTV Time

Judging CTV at 30 days misses its compounding value. Commit to 90+ day evaluation.

Mistake 3: Same Strategy, New Channel

CTV enables targeting broadcast can’t. Use the capabilities. Don’t just replicate broadcast approach on streaming.

Mistake 4: Ignoring Search Integration

CTV generates searches. Without search protection, you’re generating leads for competitors during transition. See CTV and Search Coordination.

Mistake 5: No Attribution Setup

If you can’t measure CTV properly, you can’t optimize or prove value. Set up attribution before launch.

Measuring Transition Success

During transition, track:

MetricWhat It Tells You
Total leadsOverall performance maintained
CTV verified visitsCTV driving traffic
CTV cost per leadCTV efficiency
Branded search volumeAwareness maintained/growing
Broadcast correlationBroadcast still contributing

Success = total results maintained or improved while CTV becomes larger share.

References