Following the global shift towards an upgraded, digitalized TV ecosystem, Acrossmedia241 (along with renowned media experts) have conducted an innovative study in order to understand and evaluate the cost effectiveness of Linear TV ads in the Greek market.
The study combined official Linear TV data (coming from AGB Nielsen) and Connected TV data (coming from LG – the ultimate CTV advertising provider in Greece).
The results were rather impressive; one of the key outcomes is the fact that the actual CPM for ‘harder to find’ Linear TV audiences (like the 18-35 yo group) is much higher compared to the one associated with more traditional TV fans (like the 55+ yo group). Especially when it comes to 18-35 age group, the CPM goes as high as 44€ (!) for male viewers and 43€ (!) for female viewers, making the respective, conventional TV buying extravagant!
Results
| Audience Segment | AGB Nielsen TV Universe Size | LG CTV Audience Size | LG CTV Audience Share | Linear TV Ads: CPR (1") | Linear TV Ads: CPR (30") | 1 GRP | Linear TV CPM |
| A18-35 | 1,916,575 | 464,000 | 24% | 12.2 € | 365 € | 19 | 19 € |
| A35-55 | 3,204,697 | 485,818 | 15% | 6.5 € | 195 € | 32 | 6 € |
| A55+ | 3,848,527 | 471,273 | 12% | 5.0 € | 150 € | 38 | 4 € |
| M18-35 | 978,965 | 324,364 | 33% | 14.5 € | 435 € | 10 | 44 € |
| M35-55 | 1,578,714 | 340,364 | 22% | 6.5 € | 195 € | 16 | 12 € |
| M55+ | 1,757,658 | 330,182 | 19% | 5.5 € | 165 € | 18 | 9 € |
| F18-35 | 937,609 | 324,364 | 35% | 13.5 € | 405 € | 9 | 43 € |
| F35-55 | 1,625,983 | 340,364 | 21% | 5.0 € | 150 € | 16 | 9 € |
| F55+ | 2,090,869 | 330,182 | 16% | 4.5 € | 135 € | 21 | 6 € |
Definitions
- AGB Nielsen TV Universe Size: the sum total of TV viewers based on the latest official data for the GR market.
- LG CTV Audience Size: the sum total of LG CTV viewers based on the latest official data for the GR market.
- LG CTV Audience Share: the percentage of LG CTV Audience Size/AGB Nielsen TV Universe Size.
- Linear TV Ads CPR (1″): the cost of the average CPR per 1 sec of TV advertising for the GR market, as shared by the most prominent media experts in Greece.
- Linear TV Ads CPR (30″): Calculated as Linear TV Ads CPR (1″) x 30.
- 1 GRP: One GRP equals an ad being exposed to 1% of the total possible TV audience. Calculated as AGB Nielsen TV Universe Size / 100.
- Linear TV CPM: Calculated as Linear TV Ads CPR (30″) / 1 GRP.
LG CTV AdVantage
Based on the study results and leveraging its exclusive access to LG CTV ads‘ premium inventory & features, Acrossmedia241 created the ‘LG CTV AdVantage’, an exclusive offering for TV media buyers who want to bring added value to their TV campaigns and reach specific TV audiences in the most cost-effective way (in terms of price, time and performance).
Adults 18+ / CPM: 8€
Males 18+ / CPM: 10€
Females 18+ / CPM: 10€
Young Adults 18-35 / CPM: 12€
Young Males 18-35 / CPM: 13€
Young Females 18-35 / CPM: 13€
Research Data: The Advantages of CTV Advertising
Connected TV (CTV) advertising offers distinct advantages over traditional linear TV ads, primarily through enhanced targeting, measurement capabilities, and audience engagement. CTV enables advertisers to deliver personalized content to specific demographics, minimizing wasted impressions and optimizing ad spend.
This precision is complemented by detailed reporting and analytics, allowing for real-time campaign adjustments to maximize effectiveness. Research indicates that CTV ads capture viewer attention more effectively; a study* found that CTV viewers watch ads for an average of 12.2 seconds before looking away, compared to 9.2 seconds for linear TV and significantly less for platforms like YouTube.
Furthermore, reallocating a portion of ad impressions from linear TV to CTV can enhance campaign performance. For instance, shifting as little as 6.3% of impressions to CTV has been associated with more balanced frequency, greater reach, and higher conversion rates**.
These factors collectively make CTV advertising a more efficient and impactful medium for reaching today’s audiences.
*campaignlive.co.uk // **forbes.com
Research Data: The Decline of Linear TV
It’s no secret that Linear TV consumption continues to decline globally. According to Nielsen*, the linear (broadcast + cable) share of total TV viewing has dipped below 50% for the first time ever (2023).
Moreover, Kantar Media’s international TGI Global Quick View report** reveals that the proportion of adults globally who say that nearly all of their TV/video watching is through TV channels has fallen from 12% in 2021 to 7% today (2025), representing a decline of 42%.
Research Data: The Problem with Linear TV Ads
Research indicates that television viewers’ dissatisfaction stems not from the presence of ads themselves but from poor ad experiences, such as long or disruptive commercial breaks.
A study by FreeWheel and MediaScience* found that while ads don’t diminish program enjoyment, negative experiences like ad latency and unnatural ad breaks do. Specifically, latency issues bothered nearly 80% of viewers, and 71% were troubled by unnatural ad breaks, leading to higher perceptions of ad intrusiveness and decreased brand recall.
Additionally, viewers expressed frustration when ads appeared at disruptive moments in content, with 71% reporting annoyance. This led to a 16% increase in perceived ad intrusiveness and a 14% decrease in brand recall**.
These findings highlight the importance of well-placed and timely ad breaks to maintain viewer satisfaction and effective advertising.