TOP 10 MUST-KNOW TV ADVERTISING TERMS
TV advertising has gained so much popularity for being about the ultimate form of advertising. This stems from the fact that TV advertising gets regarded as a very big authority in advertising. In other words, any ad that runs on TV gets a stamp of genuineness and approval. Also, people repose a lot of confidence in products advertised on TV and rarely ever doubt their quality and authenticity.
Similarly, TV advertising requires you to spend more and only established businesses consider it most times. However, in order to get a good balance in the TV advertising world, one essential factor remains understanding their jargon.
The need for advertisers to understand TV advertising terms remains a top priority since they are in the advertising field. Also, they would inadvertently be dealing with TV workers and would need to understand their language to enhance communication. Similarly, the ease with which they communicate with TV personnel would further foster a better working relationship. In order to use these terms, one would first have to learn their actual meanings. Some of these terms and their meanings include the following:
1. Average Frequency
This refers to the average number of times viewers got to view a particular commercial. This, in fact, estimates the number of views and eventually finds the average of the lot. This parameter remains essential in calculating expected returns. Also, this parameter helps stations determine the effectiveness of the TV advertising.
This refers to the target market or viewers of an advertisement. In essence, this simply refers to the number of people viewing an ad. This effectively determines how much publicity the TV advertising would get. While a large audience implies a larger possibility of massive sales for producers, a smaller audience implies the opposite.
3. Average Audience
The average audience on TV advertising becomes calculated by first of all summing the number of audience for each minute of a program. After doing this, it is then divided by the total time duration of the program. This helps to help calculate to the very minute the average number of viewers for the program and ads shown.
4. Commercial break
This refers to the intermittent and regular pauses that happen when programs get shown on Television. It is during these short time periods that the Television station displays the ads that have been previously paid for. The commercial break does not last for a long time and could occur a number of times during a particular program. These breaks provide enough time for the airing of TV advertising.
5. Commercial minutage
Television stations keep a tab on the amount of time they spend on display ads. This remains essential since you can use it to gauge the ad time relative to actual production time. It gets recorded regularly and the number of minutes per day, per week or even a monthly, remains determined easily.
6. Cost per thousand
As the name implies, this refers to the cost of reaching 1000 viewers of your target audience with your ad. This remains one of the most essential factors that advertisers need to have knowledge of in order to work effectively. Similarly, the cost per thousand can be referred to as “Average Station Price” also.
7.Hours of viewing
Just like the name entails, the meaning of this does not have any difference. This refers to the number of hours that a particular channel is viewed per day or week. This implies the number of hours spent by viewers watching different programs. You can easily calculate this by using the total number of hours of viewing and the number of viewers.
This refers to an extended form of ad. This type of ad typically lasts between 3 to 30 minutes and shows details about a program. The ad usually involves a product description and an in-depth usage process of the product. It typically implies a commercial that gives succinctness and detailed information about the product.
9. Live viewing
This implies viewing a commercial or program at the exact time it became recorded. This implies that the program does not become viewed after the recording on tape. This itself is a type of live streaming and excludes time-shifted viewing. It also excludes all viewing via disk recording or video recording.
10. Opportunity to sleep (OTS)
The number of chances that an average member would have to view your ad refers to Opportunity to See. This helps to determine the exposure of the ad campaign to the target audience.
In conclusion, understanding of these terms would strengthen the bond of communication between advertisers and TV personnel. Similarly, they further encourage efficient management. This remains one of the major gaps every advertiser should cover.