by Dana Lee on 15th Jul 2026 in Video Interviews

In this episode of A Coffee With... Rachel Douglas, founder of Ad Astra Advertising, joins ExchangeWire's John Still over a white americano to chat all things linear and CTV.

Industry obsession with novelty and a narrow younger demographic can obscure the enduring relevance of traditional TV platforms. While CTV and on-demand are reshaping the landscape, linear remains valuable, especially for older demographics and through the cultural power of appointment viewing. The trend towards weekly releases further enhances engagement and sustainable value.

Effective planning should balance audience realities with premium content environments and transparent measurement. Sound creative, contextual alignment, and pragmatic client communication about live TV logistics are crucial. Independent, non-London-centric perspectives can better serve diverse audiences and deliver tangible brand value.

The State of TV: Linear vs. CTV

The industry has a tendency to use 'the death of' in a hyperbolic way to describe change. As such, the narrative around linear TV’s decline is exaggerated and driven by a fixation on the 16-34 demographic. A large segment, especially the 55+ audience with significant disposable income, still heavily consumes linear TV. Linear isn't dying; it's evolving.

A few years ago, CTV was the industry buzzword, much like AI today. It remains essential for reaching fragmented audiences since planners can’t rely on a single broadcaster to carry the load. Rachel introduces CTV to clients who have saturated their DRTV efforts. While CTV’s CPT is higher, it reduces wastage and places ads around premium content, which is effective for specific budgets and audiences.

Media Quality and Viewer Engagement

Rachel challenges broad definitions of TV advertising – beyond the device, it's about professionally-produced content that commands audience attention. She distinguishes high-quality TV content from formats like YouTube Shorts, even if both appear on a TV screen, and values the engagement of traditional and CTV, where advertisers can capture focused attention despite second-screening.

Effectiveness metrics are inadequate on platforms where a “view” counts even with less than a second watched. While cost-per-view looks cheap, the effective cost is high if the ad isn’t truly seen, potentially wasting client budgets. In contrast, CTV provides better control over premium placements, ensuring brand safety and meaningful engagement.

The Culture of TV Consumption

Despite on-demand streaming, scheduled, linear-style programming still matters. Shows like Saturday Night Takeaway and Love Island draw millions live, creating shared, real-time experiences and social buzz as people discuss them the next day. Unlike solitary binge-watching, it also offers reliable routines and mitigates decision paralysis in an era of endless choice.

Streamers initially embraced full-season drops, enabling weekend binges, but this proved unsustainable and diminished the experience. Now, major series like House of the Dragon and Bridgerton are returning to weekly episodes. This cadence builds anticipation, sustains buzz, and deepens engagement, echoing past excitement around shows like Game of Thrones and 24.

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