When brands hit a point of diminishing returns on search and social media, TV becomes a critical next step. It provides incremental reach to new audiences, builds brand legitimacy, and can accelerate the path to purchase for customers discovered on other channels.

Tushy actively measures the cross-channel impact of its advertising, discovering that top-of-funnel channels like Linear TV drive a greater sales lift on Amazon than digital channels like Meta. This is attributed to the demographic overlap between Linear TV viewers and typical Amazon Prime shoppers.

Manscaped avoids siloed data by using a "convergent TV" approach that brings linear and streaming campaigns into a single measurement framework. This provides a complete view of performance, scale, and efficiency, which is impossible when buying and measuring these channels separately.

The NFL cannot chase the highest dollar from a single streaming service because its business model depends on maximum domestic viewership. This structural need to reach the widest possible U.S. audience, which only broadcast can guarantee, limits its negotiation leverage with all-streaming platforms.

While useful for programmatic CTV, Demand-Side Platforms (DSPs) were not designed for the entire TV ecosystem. They can only access about 20% of total available TV inventory, excluding the other 80% which includes crucial linear TV opportunities like live sports and premium broadcasts.

The price disparity isn't about viewership. Legacy TV ad buys are often part of complex, negotiated packages that include talent access and integrations. This "engagement model" is different from YouTube's biddable, auction-based system, keeping TV prices high despite weaker analytics.

Focusing exclusively on programmatic buying for CTV is a critical error, as it represents only 7% of all ad-supported TV inventory. This siloed approach misses the vast scale of linear and direct-publisher streaming, while often incurring higher CPMs and limiting a campaign's total reach and efficiency.

Peter Field's analysis, applying attention data to media costs, reveals TV's high value. With an average 14-second attention span versus 1.7 for in-feed ads, TV's attention-adjusted CPM is extremely low. It also captures over 50% of Gen Z's media consumption, busting the "TV is dead" myth.

Moving Formula 1 from a broad-reach cable channel like ESPN to a destination streaming service like Apple TV removes the "channel surfing" effect. This eliminates the casual audience that discovers the sport accidentally, which could paradoxically shrink the overall US viewer base despite the high-profile deal.