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  • AUTHORIZED SPECTRUM REACH AGENCY PARTNER

TV and Streaming Advertising for Central Texas Businesses

Cen-Tex Marketing is an authorized Spectrum Reach agency partner. We plan, buy, and manage TV and streaming campaigns for Central Texas businesses; from traditional cable to CTV/OTT to full multiscreen; with access to 450+ streaming platforms, 60+ TV networks, and first-party data from 30 million households.
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About Spectrum Reach

Our Platform Partner

spectrum reach logo 024aae2e
Spectrum Reach operates in 36 states and 91 markets. In the Waco and Austin DMAs, Spectrum Reach reaches 99% of total potential households across cable, streaming apps, and partner providers.

Your Customers Are Watching. Are You There?

As of May 2025, streaming surpassed the combined broadcast and cable share of TV viewership for the first time. A multiscreen strategy is no longer optional; it is the only way to reach your full market.

Data That No Other Local Provider Has

Spectrum Reach’s first-party data from 30+ million households, combined with 70+ third-party data partners, allows audience targeting at the household level; not cookie-based estimates.

450+

Streaming Platforms

Including major apps and partner providers

60+

TV Networks

Premium cable, local news, and sports

30M+

Household Data Points

Proprietary first-party data from Spectrum

98%

US Consumer Reach

Waco and Austin markets: 99% potential reach

The Landscape Has Changed

Where Your Customers Are Watching in 2025

In May 2025, streaming surpassed the combined broadcast and cable share of TV viewership for the first time in history, according to Nielsen. Streaming now accounts for 44.8% of all TV time. More than 80 million U.S. households have cut the cord. Smart TV penetration exceeded 80% of U.S. TV households in 2025.

At the same time, broadcast and cable still represent 44.2% of viewing. The audience has not disappeared; it has fragmented. A business that advertises only on traditional TV misses the streaming audience. A business that advertises only on streaming misses the traditional TV audience. The only way to reach your full market is a coordinated multiscreen strategy.

Streaming Share (May 2025)

44.8% of all TV viewership; first time streaming has surpassed combined broadcast and cable. Source: Nielsen.

Cord Cutters

80+ million U.S. households have cut the cord. Cable TV penetration dropped to 20.2% of TV viewing in December 2025.

Smart TV Penetration

Over 80% of U.S. TV households have a smart TV as of 2025; the primary gateway for streaming content.

CTV Ad Spend Growth

CTV ad spending reached $26.6 billion in 2025; up 16% year-over-year. Projected to reach $37.95 billion in 2026.

What We Offer

Four Ways to Reach Your Audience

Every business has a different audience, budget, and goal. We build media plans that use the right mix of TV, streaming, and digital to reach your customers wherever they are watching.
  • Brand Building

Traditional Television Advertising

Television remains the highest-trust advertising medium in America. Nielsen data shows streaming represented 44.8% of TV viewership in May 2025; broadcast and cable combined for 44.2%. That means a significant portion of your local audience is still reachable only through traditional TV. Through Spectrum Reach, Cen-Tex Marketing places your brand on 60+ premium networks including local news, sports, and cable programming in the Waco and Austin DMA markets.
  • 60+ premium TV networks including local news and sports
  • Hyper-local targeting by city, zip code, or DMA
  • High-impact 15, 30, and 60-second spot formats
  • Waco and Austin markets: 99% total potential household reach
  • Best for: Businesses building brand awareness, establishing credibility, and reaching broad local audiences with high-impact video messaging.
  • Precision Targeting

Streaming Television (CTV/OTT)

As of May 2025, streaming surpassed the combined broadcast and cable share of TV viewership for the first time in history, according to Nielsen. More than 80 million U.S. households have cut the cord. Spectrum Reach provides access to 450+ streaming networks and publishers with household-level targeting precision. Your ads appear in full-screen, unskippable formats alongside premium content on the platforms your customers actually use.
  • 450+ streaming networks and publishers
  • Household-level targeting; not cookie-based guesswork
  • Full-screen, unskippable ad formats on premium content
  • Show-level transparency via DoubleVerify certification
  • Best for: Businesses targeting younger demographics, tech-savvy consumers, and the 80+ million households that have moved away from traditional cable.
  • Maximum Impact

Multiscreen Campaigns

The most effective campaigns do not live on a single screen. Spectrum Reach’s own campaign data from Q1 2025 across 1,082 campaigns shows that adding streaming to a TV-only campaign increases household reach by up to 59%; adding TV to a streaming-only campaign increases reach by up to 143%. A coordinated multiscreen strategy ensures your brand is present at every touchpoint across your customer’s day.
  • Custom media mix across TV, streaming, and digital
  • Up to 59% reach lift adding streaming to TV-only campaigns
  • Up to 143% reach lift adding TV to streaming-only campaigns
  • Unified reporting and attribution across all channels
  • Best for: Businesses serious about market dominance looking for sustained, multi-channel presence across the full Central Texas corridor.
  • Full-Funnel Reach

Digital Video and Display

Extend your TV and streaming campaigns across the full digital ecosystem. Reach customers on premium websites, news sites, and mobile apps throughout the day. Digital video reinforces your TV message and captures high-intent customers at the moment they are actively researching what you sell. Spectrum Reach’s 70+ third-party data partners allow precise audience layering across every screen.
  • Online video on premium publisher websites and apps
  • Display advertising across high-traffic news and lifestyle sites
  • Search advertising for high-intent customers
  • Retargeting campaigns to re-engage past website visitors
  • Best for: Businesses looking to maximize reach, reinforce TV campaigns, and capture customers actively searching for their services online.

Our Platform Partner

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What Spectrum Reach Gives You

Spectrum Reach is the advertising sales business of Charter Communications, operating in 36 states and 91 markets. No other local media provider has the combination of first-party household data, AI-powered planning tools, and multiscreen inventory that Spectrum Reach provides. As an authorized agency partner, Cen-Tex Marketing gives you access to all of it; with local expertise and dedicated management.

Architect: AI-Powered Campaign Planning

Launched in full market availability in July 2025 after a six-month trial with 2,000+ local advertisers, Spectrum Reach Architect is a proprietary AI planning platform that uses first-party data from 30+ million households to generate customized multi-platform ad schedule recommendations. It draws on historical performance from tens of thousands of campaigns to optimize your TV, streaming, and digital budget allocation in real time.

Audience Reach Optimizer (ARO)

Rolled out nationally in March 2025 after piloting in key markets and running 5,600+ reports, ARO identifies where your target audience is actually watching and surfaces incremental reach opportunities across traditional TV and streaming. In a sample analysis, Spectrum Reach found that more than 80% of broadcast-only campaigns underdelivered to households in the overall market; ARO corrects this by shifting spend to where audiences actually are.

Customer Data Match

Upload your existing customer list and Spectrum Reach matches it to real households at a 90% match rate; nearly double the industry benchmark of 50 to 70 percent. This means your existing customers and look-alike audiences see your ads across TV and streaming, not just the general market. Customer Data Match is available to businesses of all sizes and does not require a large list to be effective.

AI-Powered Ad Creation via Waymark

Through Spectrum Reach’s partnership with Waymark, businesses can produce broadcast-quality video ads using AI without a traditional production budget. If you do not have existing video creative, this removes one of the biggest barriers to TV advertising. Cen-Tex Marketing also offers full in-house video production for clients who want a custom, fully produced commercial with professional talent and location shoots.

Show-Level Transparency via DoubleVerify

Spectrum Reach is a certified member of DoubleVerify’s Transparent Streaming program, meaning you can see exactly which shows and programs your ads appeared in; not just which platform. This level of brand-safety transparency is rare in streaming advertising. You will never find your ad running next to content that conflicts with your brand values.

AudienceTrak Reporting Portal

Every campaign is tracked through AudienceTrak, Spectrum Reach’s reporting platform. You see reach, frequency, impressions, and performance data in one place. Cen-Tex Marketing layers on call tracking, website analytics, and conversion attribution to connect your TV and streaming spend directly to phone calls, form submissions, and revenue; not just impressions.

Spectrum Reach Campaign Data

Multiscreen Campaigns Consistently Outperform Single-Channel Buys

Source: Spectrum Reach AM O and O Campaign Data, Q1 2025. Based on median averages across 1,082 campaigns that included both streaming TV and linear TV. Reach lift represents percentage of new households reached. Results will vary. Traditional TV and streaming audiences have significant non-overlap. A business advertising only on cable misses the 80+ million cord-cutting households. A business advertising only on streaming misses the households that still watch primarily through cable. The only way to reach your full market is a coordinated multiscreen strategy.

+59%

Reach lift when streaming is added to a traditional TV-only campaign

+143%

Reach lift when traditional TV is added to a streaming-only campaign

Industries We Serve

TV and Streaming Works for Your Business

We have managed TV and streaming campaigns for Central Texas businesses across nearly every industry. If your customers watch TV or streaming content; and they do; this channel can work for you.

Automotive and Powersports

Dealerships, service centers, RV and powersports retailers

Healthcare and Wellness

Hospitals, clinics, dental, chiropractic, med spas

Home Services

HVAC, roofing, plumbing, electrical, remodeling

Retail and Storefront

Specialty retail, furniture, appliances, boutiques

Restaurant and Hospitality

Full-service, fast casual, catering, hotels

Real Estate and Mortgage

Agents, brokers, builders, lenders

Financial Services

Banks, credit unions, insurance, wealth management

Legal Services

Personal injury, family law, criminal defense

Local Expertise. National Platform.

Why Central Texas Businesses Partner with Us

Spectrum Reach is the platform. Cen-Tex Marketing is the strategy, the management, and the local knowledge that makes it work for your specific market and business goals.

Authorized Agency Partner

Cen-Tex Marketing is an authorized Spectrum Reach agency partner. This means we have direct access to Spectrum Reach’s full platform, including Architect AI, ARO, Customer Data Match, and AudienceTrak; with the local market knowledge to use them effectively for Central Texas businesses.

Central Texas Market Knowledge

We know the Waco and Austin DMAs. We know which neighborhoods are growing, which industries are competitive, and how to structure a media plan that reaches the households most likely to become your customers. National agencies apply the same playbook everywhere. We build campaigns around your specific market.

Transparent Reporting

Every campaign includes plain-English monthly reporting showing reach, frequency, impressions, and business outcomes. We connect your TV and streaming spend to actual phone calls, form submissions, and revenue; not just impressions. You always know what your budget is doing.

Data-Driven Media Planning

We use Spectrum Reach Architect’s AI-powered planning tools alongside our own campaign data to build media plans that are optimized before they launch. No guesswork. No generic packages. Every plan is built around your specific audience, market, and business goals.

Creative Services Available

If you need video creative, we can help. Through Spectrum Reach’s Waymark partnership, we can produce broadcast-quality spots quickly. We also offer full in-house video production for clients who want a custom commercial. You do not need to source a production company separately.

Dedicated Account Management

You work with a dedicated account manager who knows your business, your market, and your campaign history. No call centers. No ticket queues. When you have a question or want to make a change, you reach a real person who manages your account directly.

Service Areas

Digital Marketing Services Across Central Texas

We serve businesses throughout the I-35 corridor and the Texas Hill Country. Every strategy is built around your specific city, your local competitors, and your customers — not a national template.

Temple, TX

Our home base. We serve Temple businesses with WordPress web development, local SEO, Google Ads, and full-service digital marketing.

Digital Marketing in Temple →

Waco, TX

Serving Waco businesses and the Greater McLennan County market with SEO, paid media, and website design built for local competition.

Digital Marketing in Waco →

Killeen, TX

Marketing for Killeen businesses, including veteran-owned and military-adjacent companies near Fort Cavazos. Local SEO, Google Ads, and web design.

Digital Marketing in Killeen →

Austin, TX

Competing in the Austin market requires precision. We build high-performance WordPress sites and data-driven ad campaigns for Austin businesses.

Digital Marketing in Austin →

Round Rock, TX

Fast-growing market with strong local search demand. We help Round Rock businesses capture leads before the national chains do.

Digital Marketing in Round Rock →

Georgetown, TX

One of the fastest-growing cities in Texas. We help Georgetown businesses establish a dominant local digital presence before the market gets more crowded.

Digital Marketing in Georgetown →

Lakeway, TX

Serving Lakeway’s growing business community with premium web design, local SEO, and digital advertising tailored to the Lake Travis corridor.

Digital Marketing in Lakeway →

Bee Cave, TX

High-income market with strong retail and professional services demand. We help Bee Cave businesses stand out in a competitive local search environment.

Digital Marketing in Bee Cave →

Marble Falls, TX

Serving Highland Lakes tourism operators, restaurants, and local businesses in the Marble Falls area with web design and local SEO built for the Hill Country market.

Digital Marketing in Marble Falls →

Don’t see your city? We serve businesses throughout Central Texas and the I-35 corridor. Contact us to discuss your market.

Common Questions

TV and Streaming Advertising Questions; Answered

Spectrum Reach is the advertising sales division of Charter Communications, one of the largest cable and internet providers in the United States. Operating in 36 states and 91 markets, Spectrum Reach gives advertisers access to 60+ TV networks, 450+ streaming platforms, and first-party data from over 30 million households. In the Waco and Austin markets, Spectrum Reach reaches 99% of total potential households. As an authorized Spectrum Reach agency partner, Cen-Tex Marketing gives Central Texas businesses direct access to this platform with local strategy and management included.
OTT (Over-the-Top) refers to video content delivered via the internet, bypassing traditional cable or satellite. CTV (Connected TV) is the specific device used to watch that content on a television screen; such as a Roku, Apple TV, smart TV, or gaming console. In practice, most advertisers use the terms interchangeably. Spectrum Reach provides access to both, ensuring your ads appear in full-screen, unskippable formats on premium streaming content regardless of the device your audience uses.
According to Spectrum Reach’s own campaign data from Q1 2025 across 1,082 campaigns, adding streaming TV to a traditional TV-only campaign increases household reach by up to 59%. Adding traditional TV to a streaming-only campaign increases reach by up to 143%. This is because traditional TV and streaming audiences have significant non-overlap; many households watch exclusively on one platform or the other. A multiscreen strategy is the only way to reach both audiences efficiently.
Yes. Spectrum Reach’s platform allows hyper-local targeting down to specific cities like Temple, Belton, Killeen, Waco, Georgetown, or Round Rock; or by zip code, neighborhood, or radius around your business location. This ensures your budget is spent reaching the households most likely to become your customers, not wasted on markets where you do not operate. Spectrum Reach’s Customer Data Match can also match your existing customer list to real households for even more precise targeting.
Not necessarily. If you have existing video creative, we can adapt it for TV and streaming formats. Spectrum Reach’s partnership with Waymark provides AI-powered video ad creation that can produce broadcast-quality spots quickly and cost-effectively. Cen-Tex Marketing also offers full video production services in-house if you want a custom, fully produced commercial with professional talent and location shoots in Central Texas.
We track reach, frequency, brand lift, website traffic, phone calls, form submissions, and conversions. Spectrum Reach’s AudienceTrak platform provides transparent reporting on where your ads ran and which shows they appeared in via DoubleVerify certification. Cen-Tex Marketing layers on call tracking, website analytics, and conversion attribution to connect your TV and streaming spend directly to phone calls, form submissions, and revenue; not just impressions. You receive a plain-English monthly report and a strategy call every month.
Spectrum Reach Architect is an AI-powered media planning platform launched in full market availability in July 2025 after a six-month trial with more than 2,000 local advertisers. It uses Spectrum Reach’s proprietary first-party data from 30+ million households to generate customized multi-platform ad schedule recommendations for TV, streaming, and digital. It draws on historical performance from tens of thousands of campaigns to optimize budget allocation in real time; eliminating the guesswork that typically drives inefficient media plans.
ARO is a planning tool rolled out nationally by Spectrum Reach in March 2025 after piloting in key markets and running 5,600+ reports. It identifies where your target audience is actually watching and surfaces incremental reach opportunities across traditional TV and streaming. In a sample analysis, Spectrum Reach found that more than 80% of broadcast-only campaigns underdelivered to households in the overall market. ARO corrects this by analyzing both broadcast and cable ad log data to identify where shifting spend will increase audience engagement; as demonstrated by Matter Brothers furniture, which exceeded industry sales benchmarks by more than 10% after using ARO to reallocate their TV budget.
As an authorized agency partner, Cen-Tex Marketing has direct access to Spectrum Reach’s full advertising platform; including Architect AI, ARO, Customer Data Match, Waymark creative services, DoubleVerify brand safety, and AudienceTrak reporting. This is not a reseller relationship. We work directly with Spectrum Reach’s local account team in the Waco and Austin markets to build and manage campaigns on behalf of our clients. Central Texas businesses get the full power of a national platform with local expertise and dedicated management.

TV and streaming advertising builds the brand awareness that makes every other channel more effective. When your customers see your brand on TV and streaming, your Google Ads click-through rates improve because people recognize your name. Your social ads perform better because audiences have already been exposed to your brand. Your SEO rankings benefit because branded search volume increases. At Cen-Tex Marketing, we manage Google Ads, local SEO, and TV and streaming under one roof so every channel reinforces the others.

Related Services

Google Ads Management

Paid search campaigns that capture high-intent customers at the exact moment they are searching.

Local SEO Services

Organic search rankings that build long-term visibility in every city you serve.

Generative Engine Optimization

Optimize your content to be cited by ChatGPT, Perplexity, Google AI, and other AI platforms.

Social Ads Management

Facebook and Instagram campaigns that reach customers before they start searching.

Get Started

Request a Media Plan

Tell us about your business and your market. We will build a custom media plan showing how TV and streaming advertising can reach your customers across the Waco and Austin DMAs; with Spectrum Reach data behind every recommendation.
  • Generative Engine Optimization

Your Customers Are Watching. Are You There?

Every day your competitors are not advertising on TV and streaming is an opportunity. Every day they are is a gap you need to close. Let us show you exactly what a Spectrum Reach campaign for your business and your market would look like.

Request a Media Plan