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Television advertisement
A television advertisement (also called a commercial, spot,
break, advert, or ad) is a span of television programming
CC
produced and paid for by an organization. It conveys a message
promoting, and aiming to market, a product, service or idea.
Advertisers and marketers may refer to television commercials as
TVCs.[1]

Advertising revenue provides a significant portion of the funding 0:31

for most privately owned television networks. During the 2010s,
1981 US television advertisement
the number of commercials has grown steadily, though the length
for Quaker Corn Bran
of each commercial has diminished.[2][3] Advertisements of this
type have promoted a wide variety of goods, services, and ideas
ever since the early days of the history of television.[4] The
viewership of television programming, as measured by companies
such as Nielsen Media Research in the United States, or BARB in
the UK, is often used as a metric for television advertisement
placement, and consequently, for the rates which broadcasters
charge to advertisers to air within a given network, television
program, or time of day (called a "day-part").[5]

In many countries, including the United States, television

campaign advertisements are commonplace in a political
campaign. In other countries, such as France, political advertising
on television is heavily restricted,[6] while some countries, such as
Norway, completely ban political advertisements.

The first official paid television advertisement came out in the

United States on July 1, 1941, at 2:30 p.m., over New York station Television was still in its
WNBT (subsequently WNBC) before a baseball game between the experimental phase in 1928, but the
Brooklyn Dodgers and Philadelphia Phillies. The announcement medium's potential to sell goods,
services, and ideas was already
for Bulova watches, for which the company paid anywhere from
predicted by this Radio News cover
$4.00 to $9.00 (reports vary), displayed a WNBT test pattern
from that year.
modified to look like a clock with the hands showing the time. The
Bulova logo, with the phrase "Bulova Watch Time", appeared in
the lower right-hand quadrant of the test pattern while the second hand swept around the dial for one
minute.[7][8][9] The first TV ad broadcast in the UK went on air on ITV on September 22, 1955,
advertising Gibbs SR toothpaste. In Asia, the first TV ad broadcast appeared on Nippon Television in
Tokyo on August 28, 1953, advertising Seikosha (subsequently Seiko); it also displayed a clock with
the current time.[10]

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The television market has grown to such an extent that it was estimated to reach $69.87 billion for TV
ad spending in the United States for 2018.[11]

General background
Television advertising involves three main tasks: creating a television advertisement that meets
broadcast standards, placing the advertisement on television to reach the desired customer and then
measuring the outcomes of these ads, including the return on investment.[12]

To accomplish the first step means different things to different parts of the world depending on the
regulations in place. In the UK for example, clearance must be given by the body Clearcast. Another
example is Venezuela where clearance is governed by a body called CNAC.[13] The clearance provides
a guarantee to the broadcasters that the content of the advertisement meets legal guidelines. Because
of this, special extended clearance sometimes applies to food and medical products as well as
gambling advertisements.

The second is the process of TV advertising delivery and usually incorporates the involvement of a
post-production house, a media agency, advertising distribution specialists and the end-goal, the
broadcasters.

At New York's TV Week in November 2018, the TV advertising model was described by Turner
Broadcasting System as broken.[14]

TV advertisement trends

Internet and digital

However, with the emergence of over-the-top
media services, the Internet itself has become a
platform for television, and hence TV
advertising.[16] TV attribution is a marketing
concept whereby the impact television ads have on
consumers is measured.[17]

Addressable television is where targeted

advertising is used on digital platforms,[18] so two
people watching the same show receive different
ads.

Advertising revenue as a percent of US GDP shows a

Digital television recorders and rise in audio-visual and digital advertising at the
expense of print media.[15]
advertisement skipping

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After the video cassette recorder (VCR) became popular in the

1980s, the television industry began studying the impact of users
fast-forwarding through commercials. Advertising agencies fought
the trend by making them more entertaining.[19] The introduction
of digital video recorders (also known as digital television
recorders or DTRs), such as TiVo, and services like Sky+, Dish
Network and Astro MAX, which allow the recording of television
programs into a hard drive, also enabled viewers to fast-forward
or automatically skip through advertisements of recorded
programs.
Though advertisements for
At the end of 2008, 22% of UK households had a DTR. The cigarettes are banned in many
majority of these households had Sky+ and data from these homes countries, with the notable exception
(collected via the SkyView[20] panel of more than 33,000) shows of Indonesia, such advertising could
still be seen in the sponsorship of
that, once a household gets a DTR, they watch 17% more
events such as auto racing.
television. 82% of their viewing is to normal, linear, broadcast TV
without fast-forwarding the ads. In the 18% of TV viewing that is
time-shifted (i.e. not watched as live broadcast), viewers still watch 30% of the ads at normal speed.
Overall, the extra viewing encouraged by owning a DTR results in viewers watching 2% more ads at
normal speed than they did before the DTR was installed.

The SkyView evidence is reinforced by studies on actual DTR behaviour by the Broadcasters' Audience
Research Board (BARB) and the London Business School.

Product placement
Other forms of TV advertising include product placement advertising in the TV shows themselves. For
example, Extreme Makeover: Home Edition advertises Sears, Kenmore, and the Home Depot by
specifically using products from these companies, and some sports events like the Monster Energy
Cup of NASCAR are named after sponsors, and race cars are frequently covered in
advertisements.Today's sports advertisements frequently push boundaries or test out innovative
methods using digital advances, depending less and less on the "spots and dots", the conventional 30-
second commercials on television and radio. Additionally, companies are becoming more closely
associated with sports content, particularly if it connects them to a digital audience made up mostly of
highly sought-after men and women between the ages of 18 and 34.[21] Many major sporting venues in
North America are named for commercial companies, dating back as far as Wrigley Field. Television
programs delivered through new mediums such as streaming online video also bring different
opportunities to the traditional methods of generating revenue from television advertising.

Overlay advertisements
Another type of advertisement shown increasingly, mostly for advertising TV shows on the same
channel, is an ad overlay at the bottom of the TV screen, which blocks out some of the picture.
"Banners", or "Logo Bugs", as they are called, are referred to by media companies as Secondary Events
(2E). This is done in much the same way as a severe weather warning is done, only these happen more
frequently. They may sometimes take up only 5 to 10 per cent of the screen, but in the extreme, they

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can take up as much as 25 per cent of the viewing area. Subtitles that are part of the programme
content can be completely obscured by banners. Some even make noise or move across the screen.
One example is the 2E ads for Three Moons Over Milford, which was broadcast in the months before
the TV show's première. A video taking up approximately 25 per cent of the bottom-left portion of the
screen would show a comet impacting into the moon with an accompanying explosion, during another
television programme. Another example is used in Poland to use any premieres of new shows/new
seasons of the same show. TVP has taken a step further, overlaying on screen not only the channel on
which the show is premiered, but also on a sister channel.

Interactive advertisements
Online video directories are an emerging form of interactive advertising, which help in recalling and
responding to advertising produced primarily for television. These directories also have the potential
to offer other value-added services, such as response sheets and click-to-call, which enhance the scope
of the interaction with the brand. Researchers have found that For some consumer types and for
specific ad types, that the standard linear advertising format is really superior to interactive
advertising. Particularly, they have discovered that a cognitive "matching" of the system's
(predominantly visual or verbal) characteristics and the demands of the customer group (preferring
their information to be delivered in a visual or verbal fashion) appears to be crucial.[22]

Shorter commercial breaks

During the 2008–09 TV season, Fox experimented with a new strategy, which the network dubbed
"Remote-Free TV". Episodes of Fringe and Dollhouse contained approximately ten minutes of
advertisements, four to six minutes fewer than other hour-long programs. Fox stated that shorter
commercial breaks keep viewers more engaged and improve brand recall for advertisers, as well as
reducing channel surfing and fast-forwarding past the advertisements. However, the strategy was not
as successful as the network had hoped and it is unclear whether it will be continued in the future.[23]

In May 2018, Fox Networks Group said its channels would try one-minute commercial breaks, mainly
during sports events, but also on some shows on Fox Broadcasting Company. Ads during these breaks
would cost more and fewer advertisers would be willing to pay that much.[24] Also in 2018, NBC used
one-minute commercial breaks after the first block in many shows.[25] These "prime pods" are
intended to keep viewers who are watching live, and advertisers pay more for the NBC spots.[26]

Children with advertisement

Children can be impacted by advertising in a variety of ways, and how they respond to it will depend
on a number of factors, including their age, background knowledge, and level of experience.
Youngsters under two years old are unable to distinguish between television programs and
advertisements; however, children between the ages of three and six can. Children between the ages of
7 and 11 can grasp that they are being sold something, can identify sales tactics, and are willing to buy
items with poor selling points, therefore they could also not be able to understand what they are being
marketed. Teenagers between the ages of 12 and 13 can typically understand what they are being sold
and decide whether they want to purchase it based on what they were told. However, they may not be

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able to recognize products with tricky placement or understand that celebrities are being paid to
endorse a product. Over 14-year-olds could not have the necessary judgment abilities to make a
decent purchase and may not comprehend how the market operates.[27]

TV advertisements by country

Characteristics
Advertising agencies often use humor as a tool in their creative
marketing campaigns. Many psychological studies have attempted
CC
to demonstrate the effects of humor and their relationship to
empowering advertising persuasion.

Animation is often used in advertisements. The pictures can vary

from hand-drawn traditional animation to computer animation.
By using animated characters, an advertisement may have a 1:03
certain appeal that is difficult to achieve with actors or mere
A McDonald's TV commercial from
product displays. Animation also protects the advertisement from
1963, which makes use of humor
changes in fashion that would date it. For this reason, an animated with the Ronald McDonald clown
advertisement (or a series of such advertisements) can be very character
long-running, several decades in many instances. Notable
examples are the series of advertisements for Kellogg's cereals,
starring Snap, Crackle and Pop and also Tony the Tiger. The animation is often combined with real
actors. Animated advertisements can achieve lasting popularity. In any popular vote for the most
memorable television advertisements in the UK, such as on ITV[28] or Channel 4,[29] the top positions
in the list invariably include animations, such as the classic Smash and Creature Comforts
advertisements.

Other long-running advertising campaigns catch people by surprise, even tricking the viewer, such as
the Energizer Bunny advertisement series. It started in the late 1980s as a simple comparison
advertisement, where a room full of battery-operated bunnies was seen pounding their drums, all
slowing down except one, with the Energizer battery. Years later, a revised version of this seminal
advertisement had the Energizer bunny escaping the stage and moving on (according to the
announcer, he "keeps going and going and going..."). This was followed by what appeared to be
another advertisement: viewers were oblivious to the fact that the following "advertisement" was
actually a parody of other well-known advertisements until the Energizer bunny suddenly intrudes on
the situation, with the announcer saying "Still going..." (the Energizer Battery Company's way of
emphasizing that their battery lasts longer than other leading batteries). This ad campaign lasted for
nearly fifteen years. The Energizer Bunny series has itself been imitated by others, via a Coors Light
Beer advertisement, in motion pictures, and by current advertisements by GEICO Insurance.

Use of popular music

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Many television advertisements feature songs or melodies ("jingles") or slogans designed to be

striking and memorable, which may remain in the minds of television viewers long after the span of
the advertising campaign. Some of these ad jingles or catch-phrases may take on lives of their own,
spawning gags that appear in films, television shows, magazines, comics, or literature. These long-
lasting advertising elements may be said to have taken a place in the pop culture history of the
demographic to whom they appeared. An example is the enduring phrase, "Winston tastes good like a
cigarette should", from the eighteen-year advertising campaign for Winston cigarettes from the 1950s
to the 1970s. Variations of this dialogue and direct references to it appeared as long as two decades
after the advertising campaign expired. Another example is "Where's the Beef?", which grew so
popular it was used in the 1984 presidential election by Walter Mondale. Another popular catch-
phrase is "I've fallen and I can't get up", which still appears occasionally, over two decades after its
first use. Some advertising agency executives have originated more than one enduring slogan, such as
Mary Wells Lawrence, who is responsible for such famous slogans as "Raise your hand if you're Sure",
"I♥New York" and "Trust the Midas touch."

Prior to the 1970s, music in television advertisements was generally limited to jingles and incidental
music; on some occasions lyrics to a popular song would be changed to create a theme song or a jingle
for a particular product. An example of this is found on the recent popular Gocompare.com advert
that utilises "Over There", the 1917 song popular with United States soldiers in both World Wars and
written by George M. Cohan during World War I. In 1971 the converse occurred when a song written
for a Coca-Cola advertisement was re-recorded as the pop single "I'd Like to Teach the World to Sing
(In Perfect Harmony)" by the New Seekers, and became a hit. Additionally songwriter Paul Williams
composed a piece for a Crocker Bank commercial which he lengthened and The Carpenters recorded
as "We've Only Just Begun". Some pop and rock songs were re-recorded by cover bands for use in
advertisements, but the cost of licensing original recordings for this purpose remained prohibitive in
certain countries (including the U.S.) until the late 1980s.

The use of previously recorded popular songs in American television advertisements began in earnest
in 1985 when Burger King used the original recording of Aretha Franklin's song "Freeway of Love" in
a television advertisement for the restaurant. This also occurred in 1987 when Nike used the original
recording of The Beatles' song "Revolution" in an advertisement for athletic shoes. Since then, many
classic popular songs have been used in similar fashion. Songs can be used to concretely illustrate a
point about the product being sold (such as Bob Seger's "Like a Rock" used for Chevy trucks), but
more often are simply used to associate the good feelings listeners had for the song to the product on
display. In some cases the original meaning of the song can be totally irrelevant or even completely
opposite to the implication of the use in advertising; for example Iggy Pop's "Lust for Life", a song
about heroin addiction, has been used to advertise Royal Caribbean International, a cruise ship line.
Music-licensing agreements with major artists, especially those that had not previously allowed their
recordings to be used for this purpose, such as Microsoft's use of "Start Me Up" by the Rolling Stones
and Apple Inc.'s use of U2's "Vertigo" became a source of publicity in themselves.

In early instances, songs were often used over the objections of the original artists, who had lost
control of their music publishing, the music of the Beatles being perhaps the most well-known case;
more recently artists have actively solicited use of their music in advertisements and songs have
gained popularity and sales after being used in advertisements. A famous case is Levi's company,

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which has used several one hit wonders in their advertisements (songs such as "Inside", "Spaceman",
and "Flat Beat").[30] In 2010, research conducted by PRS for Music revealed that "Light & Day" by The
Polyphonic Spree is the most performed song in UK TV advertising.[31]

Sometimes a controversial reaction has followed the use of some particular song on an advertisement.
Often the trouble has been that people do not like the idea of using songs that promote values
important for them in advertisements. For example, Sly and the Family Stone's anti-racism song,
"Everyday People", was used in a car advertisement, which angered some people.

Generic scores for advertisements often feature clarinets, saxophones, or various strings (such as the
acoustic/electric guitars and violins) as the primary instruments.

In the late 1990s and early 2000s, electronica music was increasingly used as background scores for
television advertisements, initially for automobiles,[32] and later for other technological and business
products such as computers and financial services. Television advertising has become a popular outlet
for new artists to gain an audience for their work, with some advertisements displaying artist and
song information onscreen at the beginning or end.

Advertisement controversies
Several advertisements were banned shortly after being televised due to their controversial nature. In
2005, the notorious "Blood on the Carpet" commercial for Mortal Kombat: Shaolin Monks was pulled
for its depicted mutilation.[33] The Game Boy Advance Micro commercial was withdrawn due to
showing a lab rat "humping" on the handheld system, using it as a sex toy.[34] The Snickers
commercial featuring Mr. T shooting Snickers at a feminine speed walker was quickly pulled for being
homophobic.[35] The Cocoa Pebbles commercial featuring a caricature based on Hulk Hogan was
removed after Hogan filed a lawsuit against Post for plagiarizing his image.[36] In 2020, the
Match.com commercial depicting a petite woman (Taylor Swift) dating Satan (Ryan Reynolds) was
only shown once before it was withdrawn as it is deemed religiously sensitive.[37] Some
advertisements are refused to be shown to the public, such as the risqué AGFA underwater camera
commercial that was never televised for its sexual innuendo and implied indecent exposure.[38] In
2012, the Burger King commercial featuring rapper Mary J. Blige received backlash by African-
American reviewers after it was previewed on the internet. Yet, it was shelved before being
televised.[39]

Some campaigns in the controversial advertisements are often change in later times, like the slogan
for the infamous Dr Pepper Ten commercial "It’s not for women" would no longer be used for
subsequent ads after regarding it to be sexist.[40] Even the slogan for Kotex "It fits. Period." (one
advertisement showed a CG anthropomorphic red dot dissolving on a pad) was no longer used in the
subsequent ads due to the result of the slogan's term "period" referring to both punctuation and
menstruation was not appropriate for television owing to the regarded viewership surrounding

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children. The Mac Tonight mascot made minimal appearances before retiring from the McDonald's
commercials due to the theme song "Mack the Knife" was infringed upon the likeness of Bobby Darin
as McDonald's was sued by his son, Dodd Mitchell Darin, in 1989.[41]

See also
Advertising adstock
Attack ad
Direct response television
FAST marketing
Promo (media)
Promotion (marketing)
Television consumption
Thinkbox
Upfront (advertising)
ZADZADZ

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Further reading
Measuring the Long-Term Effects Of Television Advertising (https://www.ncsolutions.com/wp-conte
nt/uploads/2015/06/JAR_552_Nielsen-CBS.pdf)
The Effectiveness and Targeting of Television Advertising (http://people.hbs.edu/banand/effectiven
ess.pdf)
Brand recognition in television advertising: The influence of brand presence and brand
introduction (https://actacommercii.co.za/index.php/acta/article/viewFile/182/281)
Advertising Content and Television Advertising Avoidance
What is Television Advertising? by The Media Ant (https://www.themediaant.com/blog/ufaqs/what-i
s-television-advertising/)

External links
Television Commercials (https://curlie.org/Arts/Television/Commercials) at Curlie
AdViews – Duke University Libraries Digital Collections (http://library.duke.edu/digitalcollections/ad
views/): A Digital Archive of Vintage Television Commercials

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