The debate between CTV advertising and traditional television is no longer just a conversation for big agencies with million-dollar budgets. Today, any business in Mexico can access streaming screens without intermediaries or long-term contracts. The reality is that the advertising landscape has changed radically: according to eMarketer data, CTV will account for nearly 60% of all TV and video ad spending by 2025. But this doesn't mean broadcast television is dead. The right question isn't which one is better, but which one works best for your specific business, your actual budget, and your concrete goals. Here, I explain the real differences, without unnecessary jargon or exaggerated promises.
Evolution of the television ecosystem: From linear to connected
What is traditional TV and what defines CTV?
Traditional television works with linear programming: you air an ad and hope your target audience is watching that channel at that specific time. You buy slots by time block, negotiating with broadcasters or media agencies. The model has worked for decades and continues to move billions of pesos in Mexico.
Connected TV, or CTV, is different. We are talking about content consumed via the internet on devices like smart TVs, Roku, Amazon Fire Sticks, or game consoles. Platforms like Pluto TV operate under this model. The fundamental difference lies in how the content reaches the viewer and, more importantly for you as an advertiser, how you can segment and measure your campaigns.
Changes in Mexican audience consumption habits
Mexicans no longer sit around waiting for their favorite show to start. On-demand consumption has become the norm, especially among audiences aged 18 to 45. This doesn't mean no one watches broadcast television: morning news, soccer matches, and certain entertainment programs continue to generate massive audiences at specific times.
The interesting thing is that many households combine both formats. They watch the news on broadcast TV while having breakfast and choose what to watch on streaming at night. Understanding this hybrid behavior is key to deciding where to invest your advertising budget.
Strategic advantages of CTV advertising
Precise targeting based on user data
This is where the biggest difference lies. In traditional television, you buy general demographics: women aged 25 to 54 who watch soap operas. In CTV, you can segment by specific geographic location, stated interests, content consumption habits, and even past purchasing behavior.
If you own a restaurant in Guadalajara, you can show your ad exclusively to people in that city who have shown an interest in gastronomy. You don't pay to reach someone in Cancun who will never visit your business. This precision significantly reduces budget waste.
Real-time results measurement and attribution
With traditional television, you know how many people watched the program, but not how many specifically saw your ad or what they did afterward. In CTV, you have live metrics: completed views, video completion rates, and you can even track conversions if you integrate your analytics tools correctly.
CTV ad attention increased to 51.5% in the first quarter of 2024, which shows that audiences are more engaged with this format. You can adjust campaigns on the fly, pause what isn't working, and scale what is generating results.
Interactive formats and lower ad clutter
Broadcast television commercial breaks can last up to 8 minutes. In streaming, the ad load is usually lower, which means less competition for the viewer's attention. Your ad is more likely to be remembered when it isn't competing with 15 other spots in the same break.
Additionally, some CTV formats allow for interactivity: the viewer can click to get more information or even complete an action without leaving the screen. This shortens the path between seeing the ad and taking action.
The staying power of traditional television
Mass reach and building brand prestige
There is one thing broadcast television still does better than any other medium: generate instant mass reach. A prime-time spot on Televisa or TV Azteca can reach millions of people in a single night. For brands seeking rapid national recognition, this reach remains valuable.
There is also a perception factor. Many consumers associate a presence on broadcast television with legitimacy and company size. For certain sectors like financial services, automotive, or national retail, appearing on traditional TV builds brand credibility in a way that other media do not easily replicate.
Effectiveness in live events and live programming
Sporting events, awards shows, and live broadcasts remain the territory of traditional television. A Mexican National Team match or a reality show finale generates concentrated audiences that you will rarely find in streaming. If your product has relevance for these specific moments, linear TV offers unique opportunities.
The shared experience of watching something live, knowing that millions of people are watching at the same time, creates a different emotional context. Some brands leverage this strategically for launches or high-impact campaigns.
Cost comparison and return on investment (ROI)
Buying models: Direct buying vs. Programmatic
Traditional television operates primarily through direct buying: you negotiate rates with broadcasters or agencies, sign contracts, and pay for specific slots. Entry costs are usually high, and long-term commitments are common.
CTV allows for programmatic buying, where you bid for impressions in real time based on your targeting criteria. This democratizes access: you no longer need to negotiate with TV executives or commit huge budgets upfront. Platforms like Masha allow you to start from $0.01 per view, with no contracts or minimum investment requirements.
Accessibility for SMEs and flexible budgets
Historically, television advertising was exclusive to large corporations. A 30-second prime-time spot can cost hundreds of thousands of pesos. For an SME, this was simply out of reach.
CTV changed this equation. You can launch a campaign with modest budgets, test what works, and scale gradually. [In the second quarter of 2023, CTV reach was 75%, surpassing the 69% of traditional television by 6 points.]
