“It's a little bit of a different audience than you might get on some of your traditional app-based marketing channels the audience tends to skew a little bit older they actually tend to be a little bit non-technical when you're talking linear TV radio and for us it worked really well these people are usually high income and they buy.”

TV and Radio Reach Older High-Income Buyers That App Channels Systematically Miss

The audience reachable on linear TV and radio is structurally different from Meta and TikTok: older, less technical, and with higher willingness to pay. For subscription apps that struggle to monetize under-30 users, offline channels provide direct access to the cohort that actually converts. Stephen notes this is why so many app companies ignore it — they're measuring the wrong audience problem.