How to plan a TV campaign in 2026

Linear television still anchors the largest reach plays in India — but the smartest brands now treat TV as one node in a converged video plan.

Start by defining your audience reach goal in TVTs (target viewer thousands), then layer connected-TV impressions for incremental reach amongst cord-cutters. The Arthaz planner combines BARC data with OTT measurement so you can plan one number, not two.

In 2026, expect three shifts: addressable linear pilots scaling, sports inventory tightening, and regional GECs commanding higher CPMs as advertisers chase Bharat.