The Marketing Architects Streaming TV and the Effectiveness of Modern TV with Nikki Erkkila
Feb 10, 2026
Nikki Erkkila, VP of Media Partnerships and streaming expert, breaks down modern TV, CTV buying strategies, and media partnerships. She explains how TV is fragmented not dead. Short takes cover why hyper-targeting can hamper growth, how to balance linear and streaming for reach, and creative approaches that leverage streaming’s flexibility.
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Episode notes
TV Is Fragmented, Not Dead
- TV is not disappearing; it is fragmenting across many platforms and formats.
- Marketers must focus on reach, consistency, and strong creative to drive growth.
Streaming Isn’t One Thing
- Streaming is many distinct platforms with different ad loads and experiences, not a single channel.
- Interpreting streaming stats requires context about which platforms and inventory are included.
Balance Sports With Shoulder Programming
- Use sports for high-profile reach but avoid relying solely on expensive marquee events.
- Supplement with shoulder programming and broadcast sports cable to capture sports-adjacent audiences affordably.