Traditional TV Still Holds Strong in Key Industries
Despite the ongoing surge in digital streaming, industries such as automotive, media, and finance continue to show a strong preference for linear television advertising in 2025. According to data from MediaRadar and an August 2025 forecast by EMARKETER, media and entertainment brands are expected to allocate nearly twice as much of their advertising budgets to linear TV (10.0%) compared to over-the-top (OTT) streaming services (5.4%).
This allocation underscores the continued relevance of traditional broadcast channels, especially for brands targeting audiences that still engage heavily with live television. The data suggests that for certain demographics and industries, linear TV remains an essential tool for reaching consumers effectively.
Pharmaceuticals Lead in Linear TV Ad Spend
Prescription pharmaceutical companies have emerged as the top spenders on linear TV in the United States. In Q3 2025, this sector accounted for 13.1% of the total linear TV ad spend, according to an October report from iSpot.tv. This figure highlights the industry’s reliance on broad-reach platforms to connect with a wide and diverse audience base, particularly older demographics who are more likely to be watching live television regularly.
The pharmaceutical sector’s investment in traditional TV is driven by the need for clear, regulated messaging and the ability to build brand trust through repeated exposure. The medium’s strength in delivering consistent and compliant advertising makes it a preferred choice for brands in this space.
Live TV Remains Popular Among Older Audiences
Demographics play a significant role in media consumption patterns, and recent data from YouGov in May 2025 reveals that nearly one-third (31%) of Generation X, Baby Boomers, and seniors still watch between one to three hours of live TV each day. This consistent viewership suggests that linear television continues to be a vital channel for reaching older audiences who may be less inclined to shift toward streaming platforms.
For marketers targeting these age groups, traditional TV provides a reliable way to capture attention and deliver persuasive messaging. The enduring popularity of live programming, such as news broadcasts and sports events, also contributes to the sustained viewership among these demographics.
Strategic Implications for Media Planners and Agencies
These insights present a compelling case for marketers and media planners to reassess their advertising strategies. With a fragmented video landscape that includes both linear and OTT platforms, balancing ad spend across these channels is more critical than ever.
Media planners can utilize this data to benchmark their OTT allocations and ensure they are not underinvesting in platforms that may offer valuable reach and engagement. At the same time, understanding the continued strength of linear TV can help guide more effective media planning, especially for brands targeting older or more traditional audiences.
Agencies, in particular, can leverage this information to advise clients on creating more data-driven, audience-first video strategies. By aligning campaign goals with the strengths of each platform, advertisers can optimize reach, frequency, and return on investment across the video advertising ecosystem.
Streaming is Growing—but Not at the Expense of TV
While OTT streaming continues to gain popularity, especially among younger audiences, it has not yet overtaken linear TV in terms of ad spend for many sectors. The 5.4% spend on streaming services, though significant, still trails behind the 10.0% allocated to traditional TV by media and entertainment brands.
This gap suggests that streaming is viewed more as a complementary channel rather than a replacement. Advertisers are increasingly adopting a hybrid approach, leveraging the strengths of both linear and OTT to create holistic video campaigns that can reach viewers across different devices and viewing habits.
As streaming technology evolves and platforms become more sophisticated in targeting and measurement, it is likely that OTT will continue to capture a growing share of ad budgets. However, the resilience of linear TV, particularly in specific industries and demographics, ensures its continued role in the media mix.
Looking Ahead: A Dual-Platform Future
In the evolving world of video advertising, the path forward lies in integration rather than division. Marketers who embrace a dual-platform strategy—leveraging both linear TV and OTT streaming—will be best positioned to navigate the shifting landscape.
As audience behaviors diversify and media consumption becomes increasingly fragmented, the ability to deliver cohesive, cross-platform campaigns will be essential. By understanding where different audiences spend their time and how they consume content, brands can craft strategies that maximize both reach and impact.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.