Television Ad Buying and Placement Key Terms

Learn television ad buying and placement key terms to make a marketing impact

Buying and placing TV advertising can be complicated, especially if you are not familiar with television ad buying and placement key terms. Buying TV ads and placing them can involve hiring professionals to create and produce your TV ads. It also can mean hiring someone to place the ads on local or national networks.

If you know television ad buying and placement key terms, you can speak more competently with professionals in the TV advertising industry, which can make it easier for you to reach your TV marketing goals. Armed with the correct jargon, you can better understand what concepts you need to pay attention to as you buy and place TV ads.

 

Television advertising agency

A television advertising agency is an advertising agency staffed with professionals who can write, create, produce and place your ad on television. If you want a TV ad for your business, these agencies can take your completed ad and help you place it on TV or can take your idea for an ad from concept to completion.
Try: TelevisionAdvertising.com explains what television advertising agencies are and what they can do for small businesses.

Demographics

When buying and placing TV spots, determining the demographics of the audience you hope to reach is a vital first step. Demographics refers to specific characteristics that people share, such as background, education level, income bracket, age group, marital status, ethnic group or other markers.
Try: Tulane University provides a description of demographics and how they relate to advertising.

Ratings

A rating refers to how many people in a specific demographic are watching a specific show. Ratings are important to understand when you are buying TV ads because if ratings are too low, too small an audience will see your ad.
Try: Riger has an easy-to-understand definition of ratings. Nielsen has a detailed explanation of ratings and related concepts.

Jingles

One main part of a TV ad is a jingle, which is a memorable song or tune that becomes associated with a company or product and then is used to promote that product.
Try: Cheap TV Spots has a useful definition of TV jingles.

Airtime

Airtime refers to the amount of time a show, TV spot or ad is broadcast on television. The amount of airtime your spot takes up often will determine the costs of your ads. More airtime also can mean more exposure for your ad.
Try: Infomercial.TV provides a comprehensive definition of airtime.

Household

A household is the basic unit used to describe how many people or groups of people are watching a show, station or your TV ad. A household is usually counted as one apartment unit or one home, even though more than one person may live in that household. The more households your ad or TV spot will reach, the greater your exposure will be.
Try: Showcase Enterprises has an explanation of the household. Channel 4 also offers a concise definition of the term.

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