<ul><li>U.S. consumers are changing TV-viewing habits with an increase in CTV viewing time, but linear TV ads can still yield results.</li><li>Nielsen's data shows a distribution of consumer viewing time across streaming, broadcast, cable, and other platforms, with ad-supported TV accounting for 72.4% of viewing time.</li><li>Despite reports of lower ROI for linear TV advertising compared to other media formats, a $20 CPM pricing for local and regional TV spots can deliver a much higher ROI.</li><li>While ROI is crucial, the brand-building power of linear TV advertising remains strong, with a focus on Return on Average Sales (ROAS) and considering formats like streaming audio for advertising mix.</li></ul>

Why Linear TV Advertising Still Drives Powerful Results for Marketers

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