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Atelevision advertisement (also called acommercial,spot,break,advert, orad) is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product, service or idea.Advertisers andmarketers may refer to television commercials asTVCs.[1]
Advertising revenue provides a significant portion of the funding for most privately owned television networks. During the 2010s, the number of commercials has grown steadily, though the length 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 thehistory of television.[4]The viewership of television programming, as measured by companies such asNielsen Media Research in the United States, orBARB 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, televisioncampaign advertisements are commonplace in apolitical campaign. In other countries, such as France, political advertising on television is heavily restricted,[6] while some countries, such asNorway, 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 WNBT (subsequentlyWNBC) before a baseball game between theBrooklyn Dodgers andPhiladelphia Phillies. The announcement forBulova watches, for which the company paid anywhere from $4.00 to $9.00 (reports vary), displayed a WNBT test pattern 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 onITV on September 22, 1955, advertisingGibbs SR toothpaste. In Asia, the first TV ad broadcast appeared onNippon Television in Tokyo on August 28, 1953, advertisingSeikosha (subsequentlySeiko); it also displayed a clock with the current time.[10]
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]
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 thereturn 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 bodyClearcast. 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 apost-production house, amedia 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 byTurner Broadcasting System as broken.[14]
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However, with the emergence ofover-the-top media services, the Internet itself has become a platform for television, and hence TV advertising.[16] TVattribution is a marketing concept whereby the impact television ads have on consumers is measured.[17]
Addressable television is wheretargeted advertising is used on digital platforms,[18] so two people watching the same show receive different ads.
After thevideo cassette recorder (VCR) became popular in the 1980s, the television industry began studying the impact of usersfast-forwarding through commercials. Advertising agencies fought the trend by making them more entertaining.[19] The introduction ofdigital video recorders (also known as digital television recorders or DTRs), such asTiVo, and services likeSky+, Dish Network and Astro MAX, which allow the recording of television programs into ahard drive, also enabled viewers to fast-forward orautomatically skip through advertisements of recorded programs.
At the end of 2008, 22% of UK households had a DTR. The majority of these households hadSky+ and data from these homes (collected via the SkyView[20] panel of more than 33,000) shows that, once a household gets a DTR, they watch 17% more 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 theBroadcasters' Audience Research Board (BARB) and theLondon Business School.
Other forms of TV advertising includeproduct placement advertising in the TV shows themselves. For example,Extreme Makeover: Home Edition advertisesSears,Kenmore, andthe Home Depot by specifically using products from these companies, and some sports events like theMonster Energy Cup ofNASCAR 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 asWrigley 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.
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 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 forThree 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 inPoland 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.
Online video directories are an emerging form ofinteractive 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]
During the 2008–09 TV season,Fox experimented with a new strategy, which the network dubbed "Remote-Free TV". Episodes ofFringe andDollhouse 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 onFox 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 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 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]
Advertising agencies often use humor as a tool in their creative marketing campaigns. Many psychological studies have attempted 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-drawntraditional animation to computer animation. By usinganimated characters, an advertisement may have a certain appeal that is difficult to achieve with actors or mere product displays. Animation also protects the advertisement from changes in fashion that would date it. For this reason, an animated advertisement (or a series of such advertisements) can be very long-running, several decades in many instances. Notable examples are the series of advertisements forKellogg's cereals, starringSnap, Crackle and Pop and alsoTony the Tiger. The animation is oftencombined with real actors. Animated advertisements can achieve lasting popularity. In any popular vote for the most memorable television advertisements in the UK, such as onITV[28] orChannel 4,[29] the top positions in the list invariably include animations, such as the classicSmash andCreature Comforts advertisements.
Other long-running advertising campaigns catch people by surprise, even tricking the viewer, such as theEnergizer 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 aparody 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 aCoors Light Beer advertisement, in motion pictures, and by current advertisements byGEICO Insurance.
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 thepop 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 forWinston 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 the1984 presidential election byWalter 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 asMary 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 tojingles andincidental 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 aCoca-Cola advertisement was re-recorded as the pop single "I'd Like to Teach the World to Sing (In Perfect Harmony)" by theNew Seekers, and became a hit. Additionally songwriterPaul Williams composed a piece for a Crocker Bank commercial which he lengthened andThe 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.[citation needed]
The use of previously recorded popular songs in American television advertisements began in earnest in 1985 whenBurger King used the original recording ofAretha Franklin's song "Freeway of Love" in a television advertisement for the restaurant. This also occurred in 1987 whenNike used the original recording ofThe 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 asBob Seger's "Like a Rock" used forChevy 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 exampleIggy Pop's "Lust for Life", a song about heroin addiction, has been used to advertiseRoyal 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 asMicrosoft's use of "Start Me Up" bythe Rolling Stones andApple Inc.'s use ofU2's "Vertigo" became a source of publicity in themselves.
In early instances, songs were often used over the objections of the original artists,[citation needed] who had lost control of theirmusic 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 isLevi's company, which has used severalone hit wonders in their advertisements (songs such as"Inside","Spaceman", and "Flat Beat").[30] In 2010, research conducted byPRS for Music revealed that "Light & Day" byThe 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.[who?][citation needed]
Genericscores for advertisements often featureclarinets, saxophones, or variousstrings (such as theacoustic/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.
Several advertisements were banned shortly after being televised due to their controversial nature. In 2005, the notorious "Blood on the Carpet" commercial forMortal Kombat: Shaolin Monks was pulled for its depictedmutilation.[33] TheGame Boy Advance Micro commercial was withdrawn due to showing alab rat "humping" on the handheld system, using it as asex toy.[34] TheSnickers commercial featuringMr. T shooting Snickers at a feminine speed walker was quickly pulled for beinghomophobic.[35] TheCocoa Pebbles commercial featuring a caricature based onHulk Hogan was removed after Hogan filed a lawsuit againstPost forplagiarizing his image.[36] In 2020, theMatch.com commercial depicting a petite woman (Taylor Swift) datingSatan (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 risquéAGFA underwater camera commercial that was never televised.[38] In 2012, theBurger King commercial featuring rapperMary J. Blige received backlash byAfrican-American reviewers after it was previewed on the internet. Yet, it was shelved before being televised.[39]
Controversial advertisements have been observed to be subject to change during the advertised product's lifespan:The slogan forDr Pepper Ten "It’s not for women" was no longer used for subsequent ads after it was deemed toosexist.[40]The slogan forKotex "It fits. Period." (one advertisement showed aCGanthropomorphic red dot dissolving on apad) was no longer used in subsequent ads due to the slogan's term "period" referring to bothpunctuation andmenstruation have been deemed inappropriate for television owing to the regarded viewership surrounding children.[citation needed] Commercials on children'sunderwear, such asUnderoos, featuring clad child models had since gained criticism by parents due to concerns ofchild sexual exploitation, resulting that children will no longer be used for these advertisements in this fashionable matter,[41] not limiting to advertisements on babydiapers. TheMac Tonight mascot made minimal appearances before retiring from theMcDonald's commercials due to the theme song "Mack the Knife" infringing upon the likeness ofBobby Darin as sued by his son,Dodd Mitchell Darin, in 1989.[42]
The association of achievement by lightening one's skin is a message conveyed in the TeleVision Commercial (TVC).
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