hundreds. If each expects a share of There are some new forms of advertising in
advertising business, the price paid for the new digital television system. Interactive
advertising space must fall. If it falls, the services mean that television viewers can be
money available for programme production persuaded to pay to use certain services –
also falls. Most new satellite/cable channels such as telephone voting on reality shows.
offer programmes either made with very low This isn't advertising revenue as such, but it is
budgets or acquired at a very low price. related in that the interactivity may be
(American filmed series can be sold at low sponsored in some way. A better way to
rates since they will already have covered describe these new transactions might be as
costs in the American market) An already exploitation of new television opportunities –
limited number of programmes will then be new ways to earn revenue from a television
repeated several times. service, replacing advertising revenue as a
source of income.
TYPES OF ADVERTISEMENTS ON TELEVISION
There are several different ways to think about
Most advertising agencies which buy
advertising on television, some of which are
television time, will buy several spots across
related to advertising in other media such as
different times in the schedules as part of a
newspapers or magazines.
package. The same ad might show thirty times
over a period. To make more impact, the
Spot advertisements
agency may try to buy longer spots or to
position their ads at the start and the end of an
The most common form of advertising on UK
ad break – when the audience is most likely to
television has been the ‘spot’ ad. This is where
be watching.
the television station sells a short segment of
airtime to an advertising agency in order to
Spot advertising has suffered from the
show a discrete ad. These ads, usually 30-45
developments in television technology. With
seconds in length are shown between
the arrival of the remote control, viewers were
programme segments. Regulation of ads by
able to change channels when the ad break
Ofcom means that in the UK there is a
came on. To counteract this, advertisers made
restriction on how many spot ads (i.e. total
the ads more intriguing, inviting viewers to stay
amount of time) there can be in any hour of
watching. But now new technologies in digital
broadcasting. In countries, such as the United
television offer the possibility of recording
States, with less regulation, programmes are
programme material without ads.
frequently interrupted by ads, as you can tell
by the breaks in American-made programmes
such as Friends, which assume that ad breaks
come immediately after the opening credits.
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