Marketers have more options than ever for how to spend their advertising budgets, including how they spend on premium video. With so many changes in audience size and composition among linear TV – the stuff that comes over cable and broadcast channels – and over-the-top (OTT), or the content you stream over the internet on devices such as Roku, Amazon Fire Stick, smart TVs, phones and tablets, optimizing budgets requires ongoing work and attention.

In this article I wrote for the Association of National Advertisers (ANA), I break down the data behind both linear TV and OTT. That includes:

• Estimated household reach, including how many households each can reach uniquely
• Available ad impressions
• Links to helpful reports and dashboards, including some that enable the user to tinker with certain assumptions and see how they would impact the market for audiences.

In conclusion, you’ll see that both linear TV and OTT are must-have inventory types, and that for most advertisers, linear TV should anchor premium video budgets.