Blog:
Streaming vs. Cable vs. Broadcast:
What Are They and What Are the Benefits?
Television has changed a lot over the last decade, and so has how we use it to advertise. There are now so many options for how and where we watch TV. Each platform has its pros, cons, and different audiences. Whether you’re a viewer choosing where to watch or a brand deciding where to advertise, knowing the basics can make all the difference. So let’s dive in!
Which is which?
Broadcast television, or “traditional television” is the original way to watch TV. It is over-the-air programming that reaches viewers through an antenna. Broadcast offers major and local networks like ABC, NBC, and CBS.
Benefits:
Broadcast is still a strong option for local audiences. Broadcast is especially effective for brand awareness campaigns, election ads, or even messaging that needs to reach all households. Broadcast’s broad reach and local viewership make it a great option for advertising.
Cable television is a traditional, subscription-based platform.
Benefits:
Even though times are changing, cable is still very relevant and still has a loyal audience. Cable offers a wide range of channels, including news, sports, and entertainment meaning you can get very targeted. For advertisers, cable provides an audience you can depend on, especially for live events like award shows and major sports games.
Streaming television, also known as OTT or CTV, has become one of the fastest-growing ways to watch TV. Streaming TV includes platforms such as Hulu, Max, and YouTube TV.
Benefits:
A great advantage of streaming is that advertisers can reach viewers across mobile, desktop, and smart TVs. Streaming allows you to serve ads based on demographics, interests, behaviors, and even location. Advertising on streaming platforms is a great way for brands that want to drive action or target niche audiences.
Summary Table
Here is a helpful summary table for you to use to keep everyone straight:
| Feature | Cable TV | Broadcast TV | Streaming TV |
|---|---|---|---|
| Audience Size | Moderate & aging | Broad & general | Rapidly growing |
| Targeting Options | Limited by channel/demo | Minimal | Highly precise |
| Cost | Depends on market and demographics/programming | Typically the most expensive channel | Flexible & scalable |
| Analytics | Basic | Basic | Advanced |
| Ad Skipping | Rare | Rare | Possible |
| Reach | Regional to national | Local to national | National/global |
| Best For | Mid-to-large brands | Mass awareness | Targeted campaigns, DTC |
We’ll help you ride the wave
So, what’s the best platform for you and your brand? Well, that depends on your goals. If you want broad awareness across a local area, broadcast may be your best fit. If you’d like consistent visibility during high-profile events, cable would be a great choice. And if you’re focused on targeting specific audiences with precision, streaming would be a great option.
At Oswald, we help brands determine which combination of platforms will deliver the best results. We understand how each format works and how they work together. Whatever your advertising goal is, we’re here to guide your strategy from start to finish.
Let’s Work Together
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