Television advertisement

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A television advertisement or commercial (often called an advert in the United Kingdom) is a form of advertising in which goods, services, organizations, ideas, etc. are promoted via the medium of television. Most commercials are produced by an outside advertising agency and airtime is purchased from a television channel or network.

The first television advertisement was broadcast in the United States at 14:29 on July 1, 1941, when the Bulova Watch Company paid $9 to New York City NBC affiliate WNBT (now WNBC) for a 20-second spot aired before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. It simply displayed a Bulova watch over a map of the U.S., with a voiceover of the company's slogan "America runs on Bulova time!" [1]

The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to sell every product imaginable over the years, from household products to goods and services, to political campaigns. The effect of television advertisements upon the viewing public has been so successful and so pervasive that it is considered impossible for a politician to wage a successful election campaign, in the United States, without including a good television advertisement.

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[edit] Characteristics of television advertisements

Many television advertisements feature catchy jingles (songs or melodies) or catch-phrases that generate sustained appeal, 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 or "riffs" that may appear in other forms of media, such as comedy movies or television variety shows, or in written media, such as magazine comics or literature. These long-lasting advertising elements may therefore be said to have taken a place in the pop culture history of the demographic to which they have appeared. One such example is the enduring phrase, "Oh no, Mrs. Burke! I thought you were Dale!", from the 1968 through 1970 Post Grape-Nuts cereal advertisements, as well as "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 catchy dialogue and direct references to it appeared in other media forms even as long as two decades after the ad campaign expired. Another is, "Where's the Beef?", which grew so popular that it was used in the 1984 presidential election by Walter Mondale. And yet another popular catch-phrase is "I've fallen and I can't get up", which still appears occasionally, more than a decade after its first use.

For catching attention of consumers, communication agencies make wide use of humour. In fact, many psychological studies tried to demonstrate the effect of humour and indicate the way to empower advertising persuasion.

An animated TV advertisement
An animated TV advertisement

Animation is often used in advertisements. Techniques can vary from hand-drawn traditional animation to different forms of computer animation. By using animated characters, an advertisement may have a certain appeal that is difficult to achieve with actors or mere product displays. For this reason, an animated advertisement (or a series of such advertisements) can be very long-running, several decades in many instances. A notable example is the series of advertisements for Kellogg's cereals, starring Snap, Crackle and Pop. The animation is often combined with real actors.

Other long-running ad campaigns catch people by surprise, or 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 subliminal ad campaign lasted for nearly fifteen years, and was obviously shown at random times on television, often in the least-watched time periods. The Energizer Bunny series has itself been imitated by others, via a Coors Light Beer advertisement, in motion pictures, and even by current advertisements by Geico Insurance.

[edit] TV advertisements around the world

[edit] United States of America

[edit] Frequency

Television advertisements appear between shows, but also interrupt the shows at intervals. This method of screening advertisements is intended to capture or grab the attention of the audience, keeping the viewers focused on the television show so that they will not want to change the channel; instead, they will (hopefully) watch the advertisements while waiting for the next segment of the show. This is a technique of adding suspense, especially if the break occurs at a cliffhanger moment in the show.

Entire industries exist that focus solely on the task of keeping the viewing audience interested enough to sit through advertisements. The Nielsen ratings system exists as a way for stations to determine how successful their television shows are, so that they can decide what rates to charge advertisers for their commercial online

Advertisements take airtime away from programs. In the 1960s a typical hour-long American show would run for 51 minutes excluding advertisements. Today, a similar program would only be 42 minutes long; a typical 30-minute block of time includes 22 minutes of programming with 6 minutes of national advertising and 2 minutes of local (although some half-hour blocks may have as much as 12 minutes of advertisements).

In other words, over the course of 10 hours, American viewers will see approximately 3 hours of advertisements, twice what they would have seen in the sixties. Furthermore, if that sixties show is rerun today it may be cut by 9 minutes to make room for the extra advertisements. (Some modern showings of Star Trek, for example)

Back in the 1950s and 1960s, the average length of a television advertisement was one minute. As the years passed, the average length shrank to 30 seconds (and often 10 seconds, depending on the television station's purchase of ad time). However, today a majority of advertisements run in 15-second increments (often known as "hooks").

TV advertisements are being identified by the so called ISCI code.

[edit] Popularity

In the U.S., the TV advertisement is generally considered the most effective mass-market advertising format, and this is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game is known as much for its commercial advertisements as for the game itself, and the average cost of a single 30-second TV spot during this game (seen by 90 million viewers) has reached $2.6 million (as of February 2007 [2] ).

Because a single television advertisement can be broadcast repeatedly over the course of weeks, months, and even years (the Tootsie Roll company has been airing a famous advertisement that asks "How many licks does it take to get to the center of a Tootsie Roll Pop?" for over three decades), television advertisement production studios often spend enormous sums of money in the production of one single thirty-second television spot. This vast expenditure has resulted in a number of high-quality advertisements, ones which boast of the best production values, the latest in special effects technology, the most popular personalities, and the best music. A number of television advertisements are so elaborately produced that they can be considered miniature thirty-second movies; indeed, many film directors have directed television advertisements both as a way to gain exposure and to earn a paycheck. One of film director Ridley Scott's most famous cinematic moments was a television advertisement he directed for the Apple Macintosh computer, that aired in 1984. Even though this advertisement was aired only once (aside from occasional appearances in television advertisement compilation specials), it has become famous and well-known, to the point where it is considered a classic television moment.

Despite the popularity of some advertisements, most are considered to be an annoyance for a number of reasons. The main reason may be that the volume of advertisements tends to be higher (and in some cases much higher) than that of regular programming. The increasing number of advertisements, as well as overplaying of the same advertisement (like head on and its sister products), are secondary annoyance factors. A third might be the increasing ability to advertise on television, prompting ad campaigns by everyone from cell-phone companies and fast food restaurants to local businesses and small businesses.

From a cognitive standpoint, the core reason people find advertisements annoying is that the advertisement's offer is not of interest at that moment, or the presentation is unclear. A typical viewer has seen enough advertisements to anticipate that most advertisements will be bothersome, prompting the viewer to be mercilessly selective in their viewing. Conversely, if an advertisement strikes a chord with the viewer (such as an ad for debt relief shown to a viewer who has received a late notice in the mail), or has entertainment value beyond the basic message (such as the classic humorous spots for Wendy's "Where's the beef?" campaign), then viewers tend to stay with the advertisement, and look forward to viewing it again.[citation needed]

[edit] Are advertisements also programming?

Since the 1960s, media critics have claimed that the boundaries between "programming" and "advertisements" have been eroded to the point where the line is blurred nearly as much as it was during the beginnings of the medium.when an advertisement break was beginning or ending. The only programs that were exempt from this rule were news shows and information shows relating to news (such as 60 Minutes). Conditions on children's programming have eased a bit since the period of the 1970s and 1980s.

[edit] Europe

In many European countries television advertisements appear in longer, but less frequent advertising breaks. For example, instead of 3 minutes every 8 minutes, there might be 6 or 7 minutes every half hour. Specific regulations differ widely from country to country and network to network. Unlike the U.S., in Europe the advertising agency name does appear at the beginning or at the end of the advert.

[edit] United Kingdom

In the UK, the British Broadcasting Corporation (BBC) is funded by a licence fee and does not screen adverts. Nevertheless, on the commercial channels, the amount of airtime allowed by the Independent Television Authority and its successors for advertising has risen from 7 minutes per hour in the 1970s to 12 minutes today. With 42-minute American exports to Britain, such as Lost, being given a one hour slot, nearly one third of the slot is taken up by adverts.

[edit] Ireland

In the Republic of Ireland, the main Irish broadcaster's RTÉ and TG4 are funded by a television licence fee. Nevertheless both are premitted to screen up to 5 minutes of advert breaks every half hour (10 minutes every 1 hour) as defined by the Broadcasting commission of Ireland. TV3 and Channel 6 screen 12 minutes per hour (same as the UK)

[edit] Finland

In Finland, there are two non-commercial channels run by the state owned broadcasting company YLE, that run advertisements only on very infrequent occasions, such as important sport events. The three main commercial channels MTV3, SubTV (a subsidiary of MTV3), and Nelonen ("Number Four" in Finnish), all run their advertisements during breaks approximately every 15 minutes. A typical break lasts about 4 minutes. The length of individual advertisements can vary from a few seconds (7, 10 and 15 are common), but nowadays they are rarely over one minute in length. Many advertisements of supranational companies are dubbed from English language advertisements. Although Swedish is the other official language of Finland, the advertisements do not feature Swedish subtitles nor are any Swedish language advertisements shown. English language advertisements are also uncommon.

[edit] Music

Prior to the 1980s 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. 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" by the New Seekers, and became a hit. 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 until the late 1980s.

The use of previously-recorded popular songs in 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 use addiction, has been used to advertise a cruise ship line. Music-licensing agreements with major artists, especially those which 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 Computer'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 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. Famous case is Levi's company which has used several one hit wonders in their advertisements (songs such as "Inside", "Spaceman" and "Flat Beat").

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 caused anger among people.

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

See also: List of songs used in television commercials

[edit] Types of TV advertisements

[edit] The future of TV advertisements

The introduction digital video recorders, such as the TiVo, and services like Sky Plus and the DVR (Digital Video Recorder), which allow the recording of television programs onto a hard disk, also allow to essentially skip advertisements. Many speculate that television advertisements will be eliminated altogether, replaced by advertising in the TV shows themselves. For example, Extreme Makeover: Home Edition advertises Sears, Kenmore, and Home Depot by specifically using products from these companies, and some sports events like the Nextel Cup of NASCAR are named after sponsors.

Another type of advertisement that is being done more and more, mostly for advertising TV shows on the same channel, is where the ad overlays the bottom of the TV screen, blocking out some of the picture. A Banner or Logo Bug, 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 a lot more often. Sometimes these take up only 5-10% of the screen, but in the extreme, can take up as much as 25% of the viewing area. Some even make noise or move across the screen. One example of this is the 2E ads for Three Moons Over Milford in the months before its premiere. A video taking up approximately 25% of the bottom-left portion of the screen would show a comet impacting into the moon with an accompanying explosion, during another television program.

Google's Eric Schmidt has announced plans to enter the televisions ad delivery and optimization business. This despite the fact that Google only has a text advertising business model at present. There are few details in place about how this may occur, but some have speculated that they will take a tact similar to their business strategy directed at radio broadcast, which included the acquisition of operations system support provider dMarc.

[edit] See also

[edit] External links

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