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# Why performance advertisers should look back to linear TV
- URL: https://www.medianexis.com/why-performance-advertisers-should-look-back-to-linear-tv/
- Published: 2026-09-18T22:55:09.000Z
- Updated: 2026-09-18T22:55:09.000Z
- Description: Dave Morgan argues CTV’s performance plateau is an inventory problem: only 15% of TV ad viewing time is streamed even though streaming accounts for 50% of content viewing, and most of that ad inventory is locked up in upfront and linear-forest deals.
- Author: Fabric.Media Editorial
- Tags: Streaming, Dave Morgan, Linear reach beats CTV frequency for performance TV

**Why it matters.** Performance buyers hitting CTV scale limits will need to shift budget toward linear and local TV inventory to keep growing reach.

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Dave Morgan*](https://www.medianexis.com/tag/by-dave-morgan/) *·* [*read the original*](https://www.mediapost.com/publications/article/418102/linear-reach-beats-ctv-frequency-for-scaling-perfo.html?ref=medianexis.com)*.*