The audiovisual ecosystem has undergone a structural transformation over the last decade. Audience fragmentation, the consolidation of streaming and the expansion of data-driven advertising have reshaped the way advertisers plan and measure their investments. Against this backdrop, a recurring question arises: is it more efficient to invest in linear television or digital platforms?
The reality is that there is no universal answer; the smartest approach is usually to understand the strengths and limitations of each medium in order to design an effective advertising strategy.
How are media consumed?
To begin with, it is worth taking a look at how Spaniards consume content today. Despite the rise of streaming, the figures show that linear television continues to play a very important role.
According to a report by Kantar Media, in 2024 Spaniards spent 80.9% of their viewing time on traditional television, while only 19.1% was spent on streaming platforms. Even with the growth of digital, linear television maintains almost universal coverage: its penetration reaches 99.4% of the Spanish population, according to the same source.
This predominance of traditional consumption is also reflected in advertising investment. According to the 2025 InfoAdex study, connected television recorded an investment of €120.5 million in 2024, representing an increase of 46.7% over the previous year. However, in television advertising as a whole, linear television remains dominant: according to La Fede, in the first half of 2024, investment in television (mostly linear) grew to €839.8 million, 4.8% more than in the same period in 2023.
But why do advertisers continue to allocate so much of their budget to traditional television, when streaming is growing so strongly? The key lies in the strengths that each medium offers.
Linear television continues to attract a larger audience
Linear television continues to shine thanks to its ability to reach very large audiences. Thanks to its ubiquity, the public’s familiarity with certain schedules, and the strength of its brands, it is a very effective channel for brand awareness campaigns or for launching messages with great emotional impact. In addition, many traditional channels continue to enjoy robust audiences in key slots (prime time, live events, sports), enabling them to generate massive impact.
CTV enables greater segmentation
On the other hand, streaming and CTV are demonstrating enormous potential for advertisers seeking to segment their audience as much as possible and measure results accurately. Connected platforms allow targeting specific groups based on age, behaviour, interests or device, and offer creative formats that are not possible on traditional television. They also feature real digital metrics, making it easier to evaluate return on investment and adjust campaigns in real time.
Furthermore, the growth of CTV is not anecdotal: according to IAB Spain, the rise of connected TV has been so significant that investment in this channel is expected to grow between 30% and 60% by 2025.
What is the best strategy?
From the advertiser’s perspective, this leads to a clear conclusion: it is not a question of choosing one medium over another, but rather of building a hybrid strategy. Linear television offers scale and mass reach, while digital platforms provide segmentation, data and flexibility. When combined, they can maximise impact.
However, this combination is not without its challenges. On the one hand, cross-measurement between linear and digital can still be fragmented, and not all advertisers have the necessary tools to integrate metrics and optimise in real time.
On the other hand, purchasing inventory on streaming platforms can be complex, especially when operating on multiple services with different advertising models.
Furthermore, there is an inherent risk of advertising saturation on digital platforms if not planned carefully. And, of course, privacy and data regulation are growing factors that must be taken into account when designing highly targeted campaigns.
Finally, looking ahead is essential. The sharp rise in investment in CTV, coupled with sustained growth in streaming consumption, suggests that more and more advertisers will be betting on this channel. But linear television is not going to disappear overnight: its coverage, its power to generate large simultaneous audiences and its role at key moments (live news, sporting events, launches) remain highly valuable.
Ultimately, for advertisers seeking efficiency, the smartest route is one that combines the best of both worlds: leveraging the scale and emotional impact of traditional TV, while harnessing the power of streaming segmentation and measurement. That integration, when well managed, can deliver optimal performance in a market where consumer habits are rapidly evolving.