In traditional TV advertising, it made sense to ask: “What show should we put our ad in?” You were buying programs. If your ideal customer watched the 6 o’clock news or Monday Night Football, you had to be in those shows to reach them. But Connected TV (CTV) has changed everything. You’re no longer buying programs-you’re buying people.
With CTV, your ad follows your targeted solar buyer, not a specific show, network, or channel.
It doesn’t matter if your solar prospect is binge-watching The Bachelor, PBS NewsHour, or Live PD Rewind. If that viewer meets your targeting criteria- homeowner, aged 35-64, lives in PG&E or SMUD territory, owns a single-family home, has high energy bills-they’ll see your ad, no matter what they’re watching.
Let the Algorithm Work – It Knows More Than We Do
You might believe your customer watches sports or the news or home improvement shows. That might be true for some. But here’s the problem:
Every time you try to guess what people watch, you limit your reach and risk missing the buyer who doesn’t fit the stereotype.
Think of it this way:
- Not every Chevy truck driver listens to country music.
- Not every solar prospect is watching home renovation shows.
Some of your best buyers are watching game shows, YouTube clips, documentaries, or even cartoons with their kids.
CTV doesn’t care. It doesn’t buy shows. It buys attention-from the right people.
Stop Thinking Like It’s 1995: Connected TV Doesn’t Follow Shows – It Follows People
Here’s the Bottom Line:
You don’t need to pick shows. You need to pick the right audience targeting criteria.
- CTV platforms-Hulu, Pluto, Tubi, ESPN+, and dozens more-will serve your ad where your prospect is already watching.
That’s why this works-it’s smarter, more efficient, and avoids the blind spots that come from making assumptions.
Modern advertising doesn’t follow the program. It follows the person.
Trust the data. Let the algorithm find your solar buyer-wherever they are.