/ Guide
Linear TV vs connected TV advertising
Both use television screens and audiovisual creative, but inventory, targeting, buying and measurement can differ.
Quick facts
- Measurement
- Keep linear audience measurement and platform-level CTV delivery definitions explicit rather than presenting them as identical.
01
Linear TV
Traditional TV advertising is bought within broadcaster schedules and uses industry audience measurement, with Barb supporting the UK television advertising ecosystem.
02
Connected TV
CTV advertising is delivered through internet-connected television environments and may offer different targeting, inventory and reporting methods.
03
Planning together
The useful question is not which label is newer, but how each source of video inventory contributes reach, audience fit, frequency and cost within the campaign.
04
Measurement
Keep linear audience measurement and platform-level CTV delivery definitions explicit rather than presenting them as identical.
Sources and review
- Barb — What is Barb and how do we measure total viewing?
- IAB UK — Back to Basics Guide to Programmatic
Last reviewed 28 September 2026. Figures affected by current inventory, supplier data or regulation should be checked at the point of planning.
Next step
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