Television is one of the most evolving and important mediums in the marketplace; it requires a highly customized approach to leverage it successfully. Linear TV (consisting of traditional cable, satellite, fiber-optic systems)broadcasts nationwide with Streaming tapping into premium and localized markets. Linear drives mass reach, especially via an overwhelming majority of programming, including sports, premieres and special events, watched live on TV rather than on DVR or Video on Demand. Households average 6 hours of TV daily, totaling billion hours of TV viewing monthly. Of that time spent with TV, 70% was spent with cable TV, higher than previous recorded years. A blended approach utilizing linear TV with OTT and CTV platforms (such as Hulu, Roku, and Sling) allows for more specific audience penetration, supporting additional CTA’s and focused targeting including data-driven measurement tactics for buy optimization.