Panel: Broadcast & CTV Convergence: Bridging the Next Era of TV Advertising

Session details:

Traditional pay TV continues to decline in the face of cord-cutting while CTV has gained favor as a growth channel. However, despite challenges for linear TV, broadcast and CTV can co-exist and potentially complement one another in a more converged TV ecosystem. This panel session brings together distributor and agency perspectives to unpack TV linear challenges such as audience erosion, measurement gaps, revenue & monetization pressure and content relevance – while zeroing in on ways that CTV complements broadcast and how best to bridge both worlds in a converged TV landscape. 

• As pay-TV bundles continue to unravel and cord-cutting accelerates, what is the realistic floor for linear viewership, and which audience segments are truly irreplaceable on broadcast? 
• Local news and live events remain broadcast's strongest differentiators. How long can that moat hold as streaming platforms and social media increasingly invest in hyperlocal and live content?
• For advertisers who have historically relied on linear for reach, what does the data actually show about CTV's ability to fill in the gaps — particularly among light TV viewers and cord-cutters who have abandoned broadcast entirely?
• Are local broadcasters and their digital arms structured to offer advertisers a truly unified linear + CTV buy?