Connected TV.
Local opportunity.
Streaming television & sports advertising
2026 advertiser presentation • Research checked September 30, 2026
Streaming accounts for nearly half of TV viewing
U.S. share of total TV viewing • June 2026
CTV adds a way to reach audiences beyond a traditional cable schedule.
Source: Nielsen, June 2026 Gauge (published August 18, 2026). Other TV calculated as the remainder. Viewing share is not available ad inventory.
Advertising remains part
of the TV experience
Two viewing signals. One broader investment trend.
Ad-supported TV
≈73%of all U.S. TV viewing was ad-supported.
Q1 2026 · NielsenStreaming’s share
46.6%of ad-supported TV viewing went to streaming.
Q1 2026 · NielsenDigital video investment
>$80Bprojected U.S. digital video ad spend, including CTV, social and online video.
2026 forecast · IABThe viewing percentages measure different totals. The spending forecast covers all digital video, including CTV.
What connected TV means for your business
The screen
Video advertising delivered through internet-connected televisions and streaming devices.
The audience
A campaign built around your service area and relevant audience signals.
The purchase
Media purchased by impressions, with spend, delivery and outcomes reviewed together.
Streaming is broader than CTV. A TV-screen campaign should be scoped and reported as such.
Campaign options
Local awareness
Introduce your business across available streaming programming in your service area.
Sports audiences
Use relevant sports interests to guide audience selection across streaming inventory.
Live sports
A separate strategy for available live-game inventory, subject to league schedules and supply.
Returning visitors
Reach eligible website audiences when tracking, audience size and campaign settings support it.
Each proposal confirms geography, audience controls, inventory and measurement before launch.
A Montana plan starts with your service area
Regional markets
Billings • Bozeman • Butte • Great Falls • Helena • Missoula • Kalispell
Community coverage
Hamilton • Havre • Livingston • Polson and surrounding communities
Planning choices
Select supported cities, counties or ZIP codes. Review estimated delivery before committing spend.
Illustrative planning areas, not guaranteed coverage or household counts. Cody/Powell, Wyoming may be scoped separately.
Sports fans and live games are different buys
Sports audience campaign
Reaches people using sports-interest signals; impressions can appear outside sports programming.
Live-game campaign
Uses eligible live sports inventory. Game schedules and geographic restrictions affect delivery.
A practical Montana approach
Use local audience reach as the foundation. Add a separately scoped live-sports test when supply supports the market.
Specific games, teams, networks and placements require confirmation. Media placement does not imply a sponsorship or rights affiliation.
A TV creative brief with one clear offer
Opening
Identify the business and the customer need early.
Message
Show the product or service in use. Keep the offer specific and the text readable on a television.
Response
Use a memorable destination and one action. A QR code may supplement the message.
Production
Prepare a 15- or 30-second concept; final duration and technical requirements follow approved inventory specs.
Creative production, usage rights and revisions are scoped in the proposal.
Measurement that answers business questions
Did the campaign deliver?
Spend, impressions, effective CPM and completed-view metrics where available.
Did people respond?
Attributed site visits and conversions after tracking is configured and tested.
Did the business benefit?
Compare qualified leads or sales with campaign cost and the agreed attribution window.
What should change?
Review creative, audience breadth and delivery. Use controlled tests when feasible to assess incremental impact.
Attributed activity does not prove causation. Reporting depends on available signals; no lead volume or return is guaranteed.
Illustrative media investment
30-day media-only examples • assumed $25 CPM
| Media budget | Estimated impressions | Average daily media |
|---|---|---|
| $2,500 | 100,000 | $83.33 |
| $5,000 | 200,000 | $166.67 |
| $10,000 | 400,000 | $333.33 |
Estimated impressions = media budget ÷ CPM × 1,000
Planning illustration, not a quote or benchmark. CPM varies by inventory and targeting. Creative, management, taxes and other fees are excluded. Impressions are not unique households.
A six-week pilot
Weeks 1–2 | Prepare
Agree on the service area, objective and budget. Approve creative and test tracking.
Weeks 3–4 | Launch
Monitor pacing and delivery. Review response quality before changing targeting.
Weeks 5–6 | Evaluate
Compare creative and audience strategies. Recommend continuing, adjusting or stopping based on the agreed measures.
Proposed schedule: timing depends on approvals, inventory and measurement readiness.
Your campaign, under your media team
VTMSports.com
The sports-focused campaign offering and advertiser-facing identity.
Montana Legacy Media Group
Campaign planning and coordination through the agreed scope of work.
One written plan
Market, media budget, creative, reporting and fees documented before activation.
VTMSports.com • www.montanalegacymedia.com
Your market.
Your next campaign.
A proposal built around where you sell and what you want to achieve.
Bring your service area, offer, budget range and launch timing.
VTMSports.com
www.montanalegacymedia.com
Montana Legacy Media Group
Research & planning notes
Nielsen • June 2026 Gauge
Total TV share: streaming 48.5%, broadcast 19.8%, cable 19.5%. Published August 18, 2026.
Nielsen • Q1 2026 Ad Supported Gauge
Nearly 73% of TV viewing was ad-supported; streaming represented 46.6% of that viewing. Published June 23, 2026.
IAB • 2026 Digital Video Ad Spend
More than $80B projected for digital video in 2026. Includes CTV, online and social video. Published May 5, 2026.
National research is context, not a Montana reach forecast. Source links appear in speaker notes and on the website.
Planning assumptions
Dated evidence
Statistics retain their original measurement periods. Nielsen has announced methodology changes; these reports are not currency ratings.
Availability
Audience signals can guide delivery without restricting it. Confirm required controls and current inventory for each order.
Pricing & results
Example budgets are calculations, not approved packages. Final fees and expected delivery require a campaign-specific proposal.
Prepared September 30, 2026 • VTMSports.com • Montana Legacy Media Group