The Modern View of TV Advertising: Why Balance Wins

TV advertising still drives results, even as people’s watching habits continue to change. The most effective strategies today work best when traditional TV and streaming are used together. 

That’s exactly what Strong Automotive’s Modern View delivers. Our data-driven approach combines linear TV and streaming into one cohesive campaign designed to reach today’s car shoppers across every screen. 

Linear TV Still Leads in Scale 

Linear TV continues to dominate when it comes to reach, consistency, and market-wide visibility: 

• Delivers 86% of all ad impressions  
• Drives nearly 90% of time spent viewing TV advertising  
• Remains a core channel in advertisers’ media plans despite industry shifts  

That kind of scale is hard to beat. For automotive dealers and brands looking to build awareness across entire markets, linear TV continues to drive visibility, recall, and trust. 

It reaches mass audiences quickly and consistently, something no single digital channel can replicate. And even as viewing habits evolve, linear TV continues to hold its place as a foundational part of successful marketing strategies. 

Streaming and CTV are Accelerating Growth 

While linear delivers scale, streaming delivers opportunity. Connected TV (CTV) and streaming platforms are rapidly growing as consumers shift how and when they watch content: 

• Digital TV ad spend is projected to hit $21 billion in 2026  
• Nearly 120 million U.S. households (89.3%) will use CTV  
• 64.9 million households are expected to be cord-cutters this year  

This shift is driven by consumer preference. Viewers want on-demand content, more control, and fewer interruptions. As a result, advertisers are following audiences into streaming environments where targeting is sharper and engagement is stronger. 

The Strong Automotive Approach: Modern View 

The most effective campaigns don’t replace linear TV with streaming, but not every strategy is built to truly unify them. 

Strong Automotive’s Modern View is designed to do exactly that. It creates a single, coordinated campaign that delivers across multiple media types simultaneously. 

With Modern View: 

• Linear TV drives market-wide reach and awareness  
• Streaming/CTV enables precise, data-driven targeting  
• Both channels work together as one campaign, not separate efforts  

This creates what Strong calls Total Screen Domination, a strategy built to ensure your message shows up wherever today’s shoppers are watching.  

Instead of splitting budgets and strategies across platforms, Modern View unifies them, improving efficiency, consistency, and measurable performance. 

Netflix is Pushing Streaming Forward 

Streaming continues to evolve, and platforms like Netflix are leading the charge with advanced advertising capabilities. 

Through new partnerships with Amazon and Yahoo, Netflix now gives advertisers access to trillions of first-party data signals, including shopping behavior, browsing activity, and life-stage insights. This means campaigns can be more targeted than ever before. 

Netflix is also introducing a Conversion API that tracks performance in real time, helping optimize campaigns while they’re still running. Early results show campaigns outperforming benchmarks by 75%, highlighting just how effective data-driven streaming can be. 

With over 190 million monthly active viewers and rapidly growing ad revenue, Netflix is quickly becoming a key player in the modern media mix. 

Strong Automotive’s partnership with Netflix strengthens Modern View by adding premium inventory, advanced targeting, and real-time optimization to a unified campaign. The result is more precise, effective reach across both linear and streaming, maximizing performance on every screen. 

Why this Matters for Automotive Marketing 

Car buyers don’t follow a single path. They move across screens, platforms, and content throughout the day. That’s why fragmented strategies fall short. A disconnected mix of vendors and channels can’t keep up with how people actually consume media. 

Strong Automotive’s Modern View solves this by delivering a single, unified campaign across every screen, ensuring dealers stay visible, relevant, and measurable at every stage of the buying journey. 

How Strong Automotive Brings It All Together 

At Strong Automotive, Modern View is a proven, proprietary system built to deliver measurable results. We combine the scale of linear TV with advanced targeting across platforms like Hulu, Amazon, Disney+, Netflix, and ESPN, all within one coordinated campaign.  

Powered by our Retain platform, we connect impressions to real outcomes, giving dealers clarity, control, and confidence in their media investment.  

The result is a smarter, more efficient way to reach today’s car buyers: one strategy, every screen, measurable results.