Advertising Research Foundation Proposes Updating TV Categories

This framework divides households into six segments based on which TV signals they receive. Four of these segments constitute the pay-TV universe, including traditional and virtual providers, representing 59% of TV-accessible households this past spring. The other two segments capture households relying on over-the-air (OTA) and digital-only signals. Notably, the pay-TV segments and OTA comprise the linear TV universe, which ARF says represented 74% of U.S. TV households in spring 2024.