Let’s be honest, nobody said understanding TV advertising was easy. The landscape has shifted so much in recent years that even seasoned marketers can get confused. TV, CTV, BVOD, SVOD, linear, VOD… it’s a jargon jungle out there.
At Forward & Thinking, we guide our clients through this complex space every day. So, let’s break it down. We’ll clear up what’s what, explain why it matters, and help you see how brands can use TV to cut through the noise.
Not All TV Is Equal (And That’s a Good Thing)
First things first, what even counts as “TV” now?
There’s Linear TV (the traditional programmes aired at set times on channels like ITV or Channel 4). It still reaches millions and creates those big, shared cultural moments (think World Cup finals or the Bake Off finale).
Then there’s VOD (Video On Demand), where viewers choose what to watch, when they want. Broadcaster VOD (BVOD) platforms like ITVX and Channel 4 Streaming lets people catch up on shows they missed live, but they also serve targeted ads. This gives advertisers the best of both worlds: the quality and trust of TV, with the targeting of digital.
And then there’s CTV (Connected TV). This covers TVs connected to the internet, either smart TVs or devices like Amazon Fire Stick. When people stream through apps on these TVs, that’s CTV.
Now, enter SVOD (Subscription Video on Demand). Platforms like Netflix, Amazon Prime, Apple TV, and Disney+. All offering advertising options and typically bought on trade desks, so they’re a different beast.
That’s why defining your media mix carefully matters. You need to know where your audience is and how best to reach them. That’s where we come in.
Why It’s Complicated (But Worth It)
You might be wondering, why bother with all this if it’s so confusing?
Because the rewards are massive.
TV still delivers unmatched attention, trust, and scale. Whether it’s live sport or a binge-worthy drama, viewers are watching (not scrolling past). That’s gold for growing brands.
And with today’s tools, TV advertising can be seriously targeted. We use BARB, Data Match, dynamic ad insertion, first part targeting, and hyper addressability.
Long gone are the days when TV is just brand building; we know that TV is particularly good at being both a performance and a brand channel.
TV Advertising Terms You Should Know
Let’s make this easy. Here’s your quick-reference guide:
Linear TV
Scheduled TV broadcast on traditional channels.
BVOD (Broadcaster Video on Demand)
Ad-supported catch-up platforms (like ITVX or Channel 4). Where the viewer decides what and when they view content.
CTV (Connected TV)
Internet-connected TVs and devices like smart TVs, streaming devices (Like Roku and Chromecast).
SVOD (Subscription Video on Demand)
Paid streaming services with limited or no ads (e.g. Netflix, Amazon, and Disney+).
VOD (Video on Demand)
Any TV content you choose to watch outside a scheduled broadcast.
Why Use a TV Advertising Agency?
Trying to run a campaign across these platforms without help? It’s like sailing without a compass. You can do it, but it’ll be messy, slow, and expensive.
As a TV advertising agency based in Yorkshire, we handle everything in-house, including strategy, buying, creative, clearance, and distribution.
We back bold brands with something to prove and everything to gain. We help them show up in the right places, in the right way, to get real results.
Our Final Thoughts
TV advertising isn’t going anywhere. It’s just evolving, and fast. With the right team behind you (that’s us), the complexity becomes an opportunity. It’s a chance to reach your audience more effectively than ever.
Curious about how TV advertising could work for your brand? Book a free Discovery Session with our team here or talk to us.
