{"id":39234,"date":"2025-08-08T11:54:21","date_gmt":"2025-08-08T06:24:21","guid":{"rendered":"https:\/\/www.themediaant.com\/blog\/?p=39234"},"modified":"2025-09-08T17:03:00","modified_gmt":"2025-09-08T11:33:00","slug":"ctv-vs-linear-tv-india-roi-comparison","status":"publish","type":"post","link":"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/","title":{"rendered":"CTV vs Linear TV in India: Which Works Better for Brands?"},"content":{"rendered":"\n<p><strong>Introduction: TV Advertising in Transition<\/strong><\/p>\n\n\n\n<p>For decades, linear TV has ruled Indian households\u2014bringing families together in front of their screens for primetime shows, cricket, and news. But as digital connectivity deepens and smart TVs become mainstream, Connected TV (CTV) is fast becoming the new favorite.<\/p>\n\n\n\n<p>So, where should your brand invest in 2025? Traditional linear TV or Connected TV?<\/p>\n\n\n\n<p>In this article, we compare both formats through the lens of ROI, targeting, clutter, and more- helping you decide what works best for your next media plan.<\/p>\n\n\n\n<p><strong>New to CTV?<\/strong> Start with our comprehensive guide <a href=\"https:\/\/www.themediaant.com\/blog\/what-is-ctv-advertising-india-guide\/\"><strong>What Is CTV Advertising? Discover How It Works (2025)<\/strong><\/a> to learn the basics, audience insights, ad formats, and planning tips before diving into the comparison.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_55 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\" role=\"button\"><label for=\"item-69d316567cec3\" ><span class=\"\"><span style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input aria-label=\"Toggle\" aria-label=\"item-69d316567cec3\"  type=\"checkbox\" id=\"item-69d316567cec3\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#The_Big_Shift_From_Mass_Reach_to_Measurable_Returns\" title=\"The Big Shift: From Mass Reach to Measurable Returns\">The Big Shift: From Mass Reach to Measurable Returns<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Linear_TV\" title=\"Linear TV:\">Linear TV:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Connected_TV\" title=\"Connected TV:\">Connected TV:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#India%E2%80%99s_Shift_from_Pay_TV_to_Connected_TV_2019%E2%80%932025\" title=\"India\u2019s Shift from Pay TV to Connected TV (2019\u20132025)\">India\u2019s Shift from Pay TV to Connected TV (2019\u20132025)<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Targeting_Precision_Spray_and_Pray_vs_Sniper_Mode\" title=\"Targeting Precision: Spray and Pray vs. Sniper Mode\">Targeting Precision: Spray and Pray vs. Sniper Mode<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Ad_Clutter_Who%E2%80%99s_Fighting_for_Eyeballs\" title=\"Ad Clutter: Who\u2019s Fighting for Eyeballs?\">Ad Clutter: Who\u2019s Fighting for Eyeballs?<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Linear_TV-2\" title=\"Linear TV:\">Linear TV:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Connected_TV-2\" title=\"Connected TV:\">Connected TV:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Reach_Tier_1_vs_Bharat\" title=\"Reach: Tier 1 vs Bharat\">Reach: Tier 1 vs Bharat<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Linear_TV-3\" title=\"Linear TV:\">Linear TV:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#CTV\" title=\"CTV:\">CTV:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Cost_Flexibility\" title=\"Cost &amp; Flexibility\">Cost &amp; Flexibility<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Verdict_It%E2%80%99s_Not_EitherOr\" title=\"Verdict: It\u2019s Not Either\/Or\">Verdict: It\u2019s Not Either\/Or<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Real-World_Example_How_a_Brand_Integrated_CTV_into_a_Multi-Screen_Strategy\" title=\"Real-World Example: How a Brand Integrated CTV into a Multi-Screen Strategy\">Real-World Example: How a Brand Integrated CTV into a Multi-Screen Strategy<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#The_Strategy\" title=\"The Strategy:\">The Strategy:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Results\" title=\"Results:\">Results:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#How_SMEs_Regional_Brands_Are_Harnessing_CTV_with_Linear_TV\" title=\"How SMEs &amp; Regional Brands Are Harnessing CTV with Linear TV\">How SMEs &amp; Regional Brands Are Harnessing CTV with Linear TV<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#SMEs_Getting_Smart_with_CTV\" title=\"SMEs Getting Smart with CTV\">SMEs Getting Smart with CTV<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#%F0%9F%8C%BE_Regional_Brands_Blending_Channels\" title=\"\ud83c\udf3e Regional Brands Blending Channels\">\ud83c\udf3e Regional Brands Blending Channels<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#CTV_Results_Are_Real\" title=\"CTV Results Are Real\">CTV Results Are Real<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#5_Tips_for_SMEs_Regional_Advertisers_Exploring_CTV\" title=\"5 Tips for SMEs &amp; Regional Advertisers Exploring CTV\">5 Tips for SMEs &amp; Regional Advertisers Exploring CTV<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.themediaant.com\/blog\/ctv-vs-linear-tv-india-roi-comparison\/#Final_Thoughts_Your_Media_Mix_in_2025\" title=\"Final Thoughts: Your Media Mix in 2025\">Final Thoughts: Your Media Mix in 2025<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Big_Shift_From_Mass_Reach_to_Measurable_Returns\"><\/span><strong>The Big Shift: From Mass Reach to Measurable Returns<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Linear_TV\"><\/span><strong>Linear TV:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Fantastic for broad, top-of-the-funnel brand visibility.<\/li>\n\n\n\n<li>Limited audience insights. You&#8217;re largely flying blind on real engagement.<\/li>\n\n\n\n<li>Measurement depends on TRPs\u2014a sampling method that&#8217;s becoming outdated.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Connected_TV\"><\/span><strong>Connected TV:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Allows measurement of impressions, view-through rates (VTR), and even purchase intent.<\/li>\n\n\n\n<li>Brands can track outcomes via tools like Ads Data Hub and Brand Lift Studies.<\/li>\n\n\n\n<li>Flexible budgeting: start small and scale based on performance.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Linear TV vs Connected TV: Advertising in India 2025\" width=\"740\" height=\"416\" src=\"https:\/\/www.youtube.com\/embed\/nmDni030adE?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"India%E2%80%99s_Shift_from_Pay_TV_to_Connected_TV_2019%E2%80%932025\"><\/span><strong>India\u2019s Shift from Pay TV to Connected TV (2019\u20132025)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><img decoding=\"async\" loading=\"lazy\" width=\"624\" height=\"624\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXctinTSt3PSL1WGWtbxteaJarUJwKA2FzD-7kW9CMzXcaUpfaPJQxsuHH_ZnyQ-8Ky_xjRa9tJncY33_XAYcVSKJGB9jq-7uLR2ql3AvK7UGDOGhlMZ3uLgDp6TxWCg_wBEP1Xz?key=GDkBPFIqSVqzQgj0TBlvCQ\" alt=\"\" title=\"\"><\/p>\n\n\n\n<p>This chart highlights a dramatic transformation in India\u2019s TV consumption landscape. Over the past five years, <strong>Pay TV households have plateaued and begun declining<\/strong>, especially in urban India, while <strong>Connected TV (CTV) adoption has surged<\/strong>.<\/p>\n\n\n\n<ul>\n<li>\ud83d\udcc9 <strong>Pay TV<\/strong>: Traditional cable and DTH subscriptions are losing steam due to rising costs, limited content flexibility, and the growing popularity of OTT platforms.<\/li>\n\n\n\n<li>\ud83d\udcc8 <strong>CTV Growth<\/strong>: With the rise of affordable smart TVs, regional AVOD content, and better broadband access, more households are turning to <strong>CTV as their primary entertainment screen<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p>According to <strong>EY and ICRA<\/strong>, India is expected to reach <strong>80 million CTV households by 2025<\/strong>, while Pay TV continues its slow decline.<\/p>\n\n\n\n<ul>\n<li><strong>What it means for brands:<\/strong><strong><br><\/strong> CTV combines the reach of television with the precision of digital\u2014making it the smarter choice for media planning in 2025.<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udd0d <em>Example:<br><\/em> YouTube CTV campaigns delivered <strong>5x higher awareness lift<\/strong> compared to linear TV ads, according to YouTube Spotlight 2023.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Targeting_Precision_Spray_and_Pray_vs_Sniper_Mode\"><\/span><strong>Targeting Precision: Spray and Pray vs. Sniper Mode<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Feature<\/strong><\/td><td><strong>Linear TV<\/strong><\/td><td><strong>Connected TV<\/strong><\/td><\/tr><tr><td>Audience Targeting<\/td><td>Broad demographic buckets<\/td><td>Hyper-specific: Age, location, ZIP, affinity, device behavior<\/td><\/tr><tr><td>Measurement Tools<\/td><td>BARC Panels, TRP<\/td><td>DV360, YouTube Ads, Ads Data Hub<\/td><\/tr><tr><td>Ad Buying Model<\/td><td>Fixed slots, pre-paid<\/td><td>Flexible, outcome-based<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>\ud83c\udfaf <em>Pro Insight:<\/em> L&#8217;Or\u00e9al India used YouTube CTV + mobile sync to drive <strong>83% surge in product search interest<\/strong> during its IPL campaign.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ad_Clutter_Who%E2%80%99s_Fighting_for_Eyeballs\"><\/span><strong>Ad Clutter: Who\u2019s Fighting for Eyeballs?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Linear_TV-2\"><\/span><strong>Linear TV:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>High ad clutter during breaks.<\/li>\n\n\n\n<li>Most viewers mute or switch channels.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Connected_TV-2\"><\/span><strong>Connected TV:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Fewer ads, often during premium content.<\/li>\n\n\n\n<li>Greater viewer attention in lean-back mode.<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udcc8 <em>Fact:<br><\/em> Ad recall on CTV was <strong>2X higher<\/strong> than linear TV for urban campaigns \u2013 EY M&amp;E Report 2024.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Reach_Tier_1_vs_Bharat\"><\/span><strong>Reach: Tier 1 vs Bharat<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Linear_TV-3\"><\/span><strong>Linear TV:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Still strong across Bharat (Tier 2 and rural markets).<\/li>\n\n\n\n<li>Over 190M TV households (BARC 2024).<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV\"><\/span><strong>CTV:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li>Growing rapidly in urban and semi-urban India.<\/li>\n\n\n\n<li>From 45M homes in 2023 to <strong>80M expected by 2025<\/strong> (EY Report).<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cost_Flexibility\"><\/span><strong>Cost &amp; Flexibility<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Aspect<\/strong><\/td><td><strong>Linear TV<\/strong><\/td><td><strong>Connected TV<\/strong><\/td><\/tr><tr><td>Entry Cost<\/td><td>\u20b95\u201310 lakhs per spot<\/td><td>\u20b92\u20133 lakhs minimum spend<\/td><\/tr><tr><td>Flexibility<\/td><td>Low (fixed schedule)<\/td><td>High (time, device, geography)<\/td><\/tr><tr><td>Ad Formats<\/td><td>30-sec TVC<\/td><td>QR, interactive, skip\/non-skip, overlay<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>\ud83d\udca1 <em>Use Case:<\/em> Want to run a festive burst with shoppable ads? Use CTV for 10-day, high-frequency storytelling.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Verdict_It%E2%80%99s_Not_EitherOr\"><\/span><strong>Verdict: It\u2019s Not Either\/Or<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Both mediums serve different strategic purposes.<\/p>\n\n\n\n<ul>\n<li><strong>Linear TV<\/strong> is still king for <strong>mass reach<\/strong>, especially in Tier 3 and beyond.<\/li>\n\n\n\n<li><strong>CTV<\/strong> wins on <strong>ROI, precision, and engagement<\/strong>\u2014ideal for urban and digital-first audiences.<\/li>\n<\/ul>\n\n\n\n<p>\ud83c\udfaf Best practice: Use Linear TV to establish brand presence, then use CTV to reinforce, retarget, and convert.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Real-World_Example_How_a_Brand_Integrated_CTV_into_a_Multi-Screen_Strategy\"><\/span><strong>Real-World Example: How a Brand Integrated CTV into a Multi-Screen Strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In a recent award-nominated campaign by a leading home loan provider, the brand successfully demonstrated how <strong>CTV can be integrated into a broader media mix<\/strong> to deliver powerful results.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Strategy\"><\/span><strong>The Strategy:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The campaign launched post-national elections\u2014timed perfectly with the start of the IPL season and a surge in real estate searches. The media mix included:<\/p>\n\n\n\n<ul>\n<li><strong>CTV via JioCinema (IPL)<\/strong>: To target affluent, tech-savvy urban audiences on big screens in a lean-back environment.<\/li>\n\n\n\n<li><strong>Linear TV (News Channels)<\/strong>: To build credibility and deliver mass reach, especially during election news coverage.<\/li>\n\n\n\n<li><strong>Digital Display + Mobile<\/strong>: For retargeting and performance measurement.<\/li>\n\n\n\n<li><strong>OOH &amp; Radio<\/strong>: For regional impact and recall.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Media Channel<\/strong><\/td><td><strong>Purpose<\/strong><\/td><\/tr><tr><td>CTV (JioCinema IPL)<\/td><td>Target affluent, urban audiences during prime-time sports<\/td><\/tr><tr><td>Linear TV<\/td><td>Leverage trust during election news coverage<\/td><\/tr><tr><td>Mobile &amp; Display Ads<\/td><td>Drive performance and retargeting<\/td><\/tr><tr><td>Radio + OOH<\/td><td>Localize and reinforce recall<\/td><\/tr><\/tbody><\/table><figcaption class=\"wp-element-caption\">Ready to explore which ad formats deliver the best results on CTV? Check out our detailed guide <strong><a href=\"https:\/\/www.themediaant.com\/blog\/ctv-ad-formats-india-2025\/\">CTV Ad Formats 2025 in India: What\u2019s Hot and What Works<\/a><\/strong> for platform examples, case studies, and ROI-driven tactics.<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Results\"><\/span><strong>Results:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ul>\n<li><strong>85% reach across target geographies<\/strong><\/li>\n\n\n\n<li><strong>14% uplift in brand awareness<\/strong><\/li>\n\n\n\n<li><strong>Cost per TG reach reduced by 25%<\/strong><\/li>\n\n\n\n<li>Significant lift in recall among the <strong>30\u201344 urban age group<\/strong><\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udd0d This proves that <strong>CTV isn\u2019t here to replace linear TV\u2014it enhances it<\/strong>. Used smartly, CTV fills precision and frequency gaps while preserving the mass impact of traditional media.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_SMEs_Regional_Brands_Are_Harnessing_CTV_with_Linear_TV\"><\/span><strong>How SMEs &amp; Regional Brands Are Harnessing CTV with Linear TV<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Gone are the days when television advertising was the exclusive playground of large, deep-pocketed brands. Today, <strong>Connected TV (CTV)<\/strong> is redefining TV advertising by making it <strong>accessible, measurable, and regionally targeted<\/strong>\u2014perfect for <strong>SMEs and regional advertisers<\/strong> who want the impact of television without the massive spend.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"SMEs_Getting_Smart_with_CTV\"><\/span><strong>SMEs Getting Smart with CTV<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>CTV offers SMEs the unique advantage of combining <strong>TV-scale impact with digital-like precision<\/strong>. With platforms like YouTube CTV and JioCinema enabling ZIP-code targeting, language-specific campaigns, and device-level optimization, small brands are no longer priced out of the TV game.<\/p>\n\n\n\n<p><strong>\u201cOptimistic about CTV growth and digital advertising, particularly from SMEs,\u201d<\/strong> said Kartik Sharma, CEO of OMG India, in a 2024 industry panel. He emphasized that startups and local brands are beginning to see CTV as an efficient way to access premium inventory and measurable TV exposure\u3010web\u2020source\u3011.<\/p>\n\n\n\n<p><strong>Example from platform guides<\/strong>:<br>The Media Ant\u2019s own CTV toolkit highlights success stories from SME verticals such as:<\/p>\n\n\n\n<ul>\n<li><strong>Edtech firms<\/strong> targeting Tier 2 parents via YouTube CTV<\/li>\n\n\n\n<li><strong>Local fintech players<\/strong> running QR-integrated ads for lead gen<\/li>\n\n\n\n<li><strong>Retail brands<\/strong> promoting limited-time offers with 6-second non-skippable ads<\/li>\n<\/ul>\n\n\n\n<p>These brands saw <strong>2\u20133x brand recall uplift<\/strong> at a <strong>fraction of the cost<\/strong> of traditional TV ads.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%F0%9F%8C%BE_Regional_Brands_Blending_Channels\"><\/span><strong>\ud83c\udf3e Regional Brands Blending Channels<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>In states like <strong>Gujarat, Tamil Nadu, and West Bengal<\/strong>, regional advertisers are now using a <strong>hybrid strategy<\/strong>\u2014leveraging <strong>local language television<\/strong> for trust-building while using <strong>CTV for reach and attribution<\/strong>.<\/p>\n\n\n\n<p>\ud83d\udccc <strong>Case Example<\/strong>:<br>A Gujarat-based real estate brand executed a dual-screen campaign during IPL 2023:<\/p>\n\n\n\n<ul>\n<li><strong>Linear TV ads<\/strong> on regional news and entertainment channels during the daytime<\/li>\n\n\n\n<li><strong>YouTube CTV ads<\/strong> during evening primetime in Gujarati, targeting family viewing time<\/li>\n<\/ul>\n\n\n\n<p><strong>Results<\/strong>:<\/p>\n\n\n\n<ul>\n<li>12% increase in quality leads from Tier 2 cities<\/li>\n\n\n\n<li>6% drop in cost-per-lead (CPL) compared to linear TV-only campaigns<br><em>(Source: Emvies Entry 2024 &amp; campaign partner interviews)<\/em><\/li>\n<\/ul>\n\n\n\n<p>This kind of planning is also supported by data from the <strong>EY M&amp;E 2024<\/strong> and <strong>BCG India TV Report<\/strong>, both of which note:<\/p>\n\n\n\n<ul>\n<li>The <strong>rise of NCCS A\/B households<\/strong> in smaller towns<\/li>\n\n\n\n<li>A <strong>growing appetite for free, regional content<\/strong> on CTV apps and FAST channels<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CTV_Results_Are_Real\"><\/span><strong>CTV Results Are Real<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>CTV is not just about awareness\u2014it\u2019s <strong>measurable, adaptable, and conversion-friendly<\/strong>.<\/p>\n\n\n\n<p><strong>Real Case Study<\/strong> (via Kantar &amp; MiQ):<\/p>\n\n\n\n<ul>\n<li>A homeware brand running a <strong>programmatic CTV campaign<\/strong> in urban India saw:\n<ul>\n<li><strong>+19% Ad Awareness<\/strong><\/li>\n\n\n\n<li><strong>+11% Brand Favorability<\/strong><\/li>\n\n\n\n<li><strong>+10% Purchase Intent<\/strong><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p>The campaign used ACR (Automated Content Recognition) to serve ads based on viewer interest and language preference. The client considered extending the CTV mix to regional audiences post-pilot.<\/p>\n\n\n\n<p>Curious about where CTV is heading next? Dive into <a href=\"https:\/\/www.themediaant.com\/blog\/future-trends-ctv-advertising-india-2025\/?utm_source=chatgpt.com\"><strong>Future Trends in CTV Advertising in India 2025<\/strong><\/a> to explore AI-driven personalization, regional targeting strategies, hybrid monetization, and more.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Tips_for_SMEs_Regional_Advertisers_Exploring_CTV\"><\/span><strong>5 Tips for SMEs &amp; Regional Advertisers Exploring CTV<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<ol>\n<li><strong>Start with a test budget<\/strong> of \u20b92\u20133 lakhs across YouTube CTV or JioCinema.<\/li>\n\n\n\n<li><strong>Use regional language targeting<\/strong> for local relatability and lower ad fatigue.<\/li>\n\n\n\n<li><strong>Layer CTV with mobile\/video remarketing<\/strong> to boost conversions.<\/li>\n\n\n\n<li><strong>Combine CTV + Linear TV<\/strong> for a full-funnel strategy: TV for trust, CTV for interaction.<\/li>\n\n\n\n<li><strong>Track smartly<\/strong>: Use tools like Brand Lift, Search Lift, and QR interactions to measure ROI.<\/li>\n<\/ol>\n\n\n\n<p>\ud83d\udca1 CTV is not just TV for startups\u2014it\u2019s <strong>TV made for results<\/strong>.<\/p>\n\n\n\n<p>Also Read: Learn how the freemium, ad-supported OTT model is transforming digital video in India in our detailed guide <a href=\"https:\/\/www.themediaant.com\/blog\/avod-india-freemium-ott-advertising-2025\/\">AVOD in India: How the Freemium Model Is Reshaping Advertising<\/a>\u2014including top platforms, formats, and ROI tips.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Final_Thoughts_Your_Media_Mix_in_2025\"><\/span><strong>Final Thoughts: Your Media Mix in 2025<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If your brand is still spending 100% of its budget on linear TV\u2014it\u2019s time to rethink. CTV isn\u2019t just a trend\u2014it\u2019s the future of lean-back video consumption in India.<\/p>\n\n\n\n<p>Start blending the best of both worlds.<\/p>\n\n\n\n<p>\ud83d\udccc <em>Next Step:<\/em> Need a custom recommendation for your campaign? &nbsp;Try <a href=\"https:\/\/www.themediaant.com\/ctv-advertising-tool?utm_source=Plan_Tab\">The Media Ant\u2019 CTV Ad Planner<\/a> today.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introduction: TV Advertising in Transition For decades, linear TV has ruled Indian households\u2014bringing families together in front of their screens for primetime shows, cricket, and news. But as digital connectivity&#8230;<\/p>\n","protected":false},"author":34,"featured_media":39237,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2563],"tags":[882,1662],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.themediaant.com\/blog\/wp-content\/uploads\/2025\/08\/feature-image-14-1.jpg?fit=740%2C549&ssl=1","_links":{"self":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39234"}],"collection":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/comments?post=39234"}],"version-history":[{"count":13,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39234\/revisions"}],"predecessor-version":[{"id":39385,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/posts\/39234\/revisions\/39385"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media\/39237"}],"wp:attachment":[{"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/media?parent=39234"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/categories?post=39234"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.themediaant.com\/blog\/wp-json\/wp\/v2\/tags?post=39234"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}