Linear TV is traditional broadcast, scheduled programming on cable and network channels bought through upfront or scatter markets. CTV is streaming TV delivered via internet-connected devices, bought programmatically with more precise targeting. Linear delivers mass reach at scale. CTV offers more targetable, measurable reach. Thrive plans both as part of a unified video strategy.
For brands that need mass reach, particularly in categories where older demographics are the core customer or where live programming creates appointment viewing, linear still delivers audiences that digital channels can't efficiently replicate. The question is whether that reach is incremental to your digital program, which Thrive measures with geo-holdout testing.
Through geographic exposure data and geo-holdout testing, comparing total business outcomes in markets that received TV to matched markets that didn't. TV spot logs are integrated with sales data to identify the timing of lift, producing a defensible incrementality measurement that goes beyond GRP and reach and frequency metrics.
When mass reach is a genuine requirement and digital alone can't deliver it efficiently. Also when live event or cultural moment alignment is strategically valuable. And when the measurement infrastructure is in place to evaluate linear's incremental contribution rather than just reporting impressions.
Linear TV is traditional broadcast bought through direct negotiation with networks and stations. Programmatic TV including CTV is bought through automated auction platforms with addressable targeting. Linear reaches mass audiences on a schedule. Programmatic TV reaches specific audience segments on demand. Thrive plans both and optimizes the mix based on reach, cost, and incrementality data.
