Advertising strategies face scrutiny as Multi-Platform Advertising Models struggle to accurately assess the impact of traditional television broadcasts
In the ever-evolving world of television advertising, a significant shift is underway. Recent findings reveal that streaming content captures a higher percentage of audience attention compared to library content, with streaming content capturing 64% of attention compared to 59% for library content (TVision).
This trend is further bolstered by the success of streaming TV advertising. According to industry predictions, streaming TV advertising is projected to surge 19.3% while linear TV faces a 3.4% decline throughout 2025. Notable players in the streaming landscape, such as Netflix, Amazon Prime Video, Paramount+, discovery+, and Rakuten TV, have significantly expanded their measurement capabilities, challenging the superiority of linear TV in advertising effectiveness measurement (Anonymous marketing professional on @digital_chadvertising).
Rakuten TV, in particular, has made strategic moves to consolidate its B2B segment for better connecting advertisers, content, and audiences, reflecting growth in advanced measurement and advertising-supported models.
Connected TV, a subset of streaming TV, demonstrates superior efficiency trajectories, maintaining steady effectiveness growth throughout campaign duration and superior efficiency metrics after 23-day campaign periods. As a result, Connected TV spending will reach $33.35 billion in 2025, with 72% of marketers planning increased programmatic investment.
The travel industry leads Connected TV adoption with a 33.3% share of impressions, followed by home and real estate at 26.1%, and pharmaceutical and medical at 24.1%.
However, the marketing industry continues to grapple with measurement challenges across both linear television and streaming platforms. A conversation thread on Instagram identified critical gaps in attribution methodology, with suggestions of systematic measurement failures across the industry (Instagram).
Despite these challenges, linear television still holds a considerable share of the market. According to WPP Media's September 2025 research, linear television captures 72.6% of total TV revenue, despite declining viewership among younger demographics. Linear TV reaches an average frequency of 26.5 exposures, leading to diminishing returns, with peak effectiveness within 10 days of campaign launch.
The conversation about the industry's measurement crisis originated from an anonymous marketing professional on the Instagram profile @digital_chadvertising. Notable partnerships, such as VideoAmp's partnership with Warner Bros. Discovery, have achieved 14% incremental digital reach lift for traditionally linear buyers.
In response to these challenges, platforms like Campaign Manager 360 have integrated Netflix, allowing advertisers to monitor Netflix campaign performance alongside broader video strategies. Index Exchange has also implemented duration-based reporting for streaming television.
As the industry continues to evolve, it's clear that the future of television advertising lies in a blend of traditional linear television and the growing world of streaming and Connected TV. Age demographics significantly affect spending decisions in the marketing industry, and understanding the unique strengths and challenges of each platform will be key to success.
