Why the sky’s no longer the limit for live TV advertising

According to a survey commissioned by airline industry guru The Points Guy, nearly two in three Americans (65%) are planning to travel between Thanksgiving and New Year’s Day this year, up from just over half (51%) who said the same in 2024. Three in five holiday travelers (60%) plan to fly to their destination this holiday season, representing a huge, largely untapped audience.

High expectations for in-flight entertainment

Live content has always been one of the biggest drivers in TV viewing, whether it’s a big game, a concert, major breaking news or a political event. Today’s airline passengers are no longer content with static, pre-recorded shows and movies — they expect the same premium live entertainment experiences that they enjoy at home in the air.

It’s no surprise that airlines are heavily investing in upgrading their technology and systems to make sure that passengers can seamlessly experience in-flight entertainment, uninterrupted, across both seatbacks and personal devices. The gold standard of in-flight TV today is powered by IPTV, a modern, internet-based delivery system that uses the aircraft’s onboard Wi-Fi to stream live programming. It’s a far cry from the old days of limited channel offerings and is a fully immersive, tech-forward experience, creating exciting new digital ad opportunities that were simply not possible with old satellite systems.

Buy the friendly skies

Buying in-flight advertising has historically been about as enjoyable as sitting in traffic trying to get to the airport. Fortunately, the fragmented buying process that once required individual negotiations with multiple airlines, lengthy lead times and complex content delivery systems is giving way to far more streamlined activation.

Companies, including DIRECTV Advertising, have consolidated the buying and planning across major airlines and can now get a brand’s video ad airborne in days, not months. And unlike other more traditional out-of-home formats, in-flight ads within live TV include sound and are viewed on a screen directly in front of the intended audience in a distraction-free, captive environment.

Landing sports fans

Sports fans don’t want to miss a game just because they have to fly, which is why sports have been a key driver of live in-flight entertainment.

However, the opportunity for brands goes beyond inserting ads into sports programming. With in-flight entertainment, brands can surround big tentpole events with highly targeted ad campaigns on flights in and out of the cities where the games are played. Think of how many fans will be planning trips to fly in and out of San Francisco for the Super Bowl or flying around the country for the FIFA World Cup next year. Media planning is already underway for these major events, and with dynamic ad insertion, advertisers can creatively reach those highly engaged and affluent travelers before and after the game.

TV audiences are taking their viewing habits from the couch to the main cabin, and finally, brands can easily tag along. Delivering the right message to the right audience in the right place at the right time now extends to everywhere viewers are watching live TV. Whether it’s in a living room, a hotel lounge or 35,000 feet above ground, the opportunity is the same: to meet audiences where they are, with relevance and resonance. This holiday season, TV advertising is not just about the destination — it’s about the journey.