Editing Television advertisement (section)

==TV advertisement trends==

===Internet and digital===
[[File:1929- Advertising revenue as percent of GDP (US).svg|thumb|upright=1.5 |Advertising revenue as a percent of US [[Gross domestic product|GDP]] shows a rise in audio-visual and digital advertising at the expense of print media.<ref name=BEA_20171023>{{cite web |last1=Nakamura |first1=Leonard I. (FRB) |last2=Samuels |first2=Jon (BEA) |last3=Soloveichik |first3=Rachel H. (BEA) |title=Measuring the "Free" Digital Economy Within the GDP and Productivity Accounts |url=https://www.bea.gov/index.php/system/files/papers/WP2017-9.pdf |website=SSRN.com |publisher=Social Science Research Network publishing working paper 17-37 of the Research Department, Federal Reserve Bank of Philadelphia |archive-url=https://web.archive.org/web/20210320213029/https://www.bea.gov/index.php/system/files/papers/WP2017-9.pdf |archive-date=March 20, 2021 |page=37 (Fig. 3) |date=October 24, 2017 |url-status=live }}</ref>]]
However, with the emergence of [[over-the-top media services]], the Internet itself has become a platform for television, and hence TV advertising.<ref>[https://www.forbes.com/sites/alanwolk/2018/07/26/ad-supported-ott-keeps-growing-and-advertisers-would-be-wise-to-take-note/#554132e64d18 Ad-Supported OTT Keeps Growing, And Advertisers Would Be Wise To Take Note] {{Webarchive|url=https://web.archive.org/web/20181113210813/https://www.forbes.com/sites/alanwolk/2018/07/26/ad-supported-ott-keeps-growing-and-advertisers-would-be-wise-to-take-note/#554132e64d18 |date=November 13, 2018 }} Published by Forbes, July 26, 2018.Retrieved November 13, 2018</ref> TV [[Attribution (marketing)|attribution is a marketing concept]] whereby the impact television ads have on consumers is measured.<ref>[https://www.periscopix.co.uk/blog/tuning-in-to-tv-attribution-how-does-it-really-work/ What is TV Attribution?] {{Webarchive|url=https://web.archive.org/web/20181114060244/https://www.periscopix.co.uk/blog/tuning-in-to-tv-attribution-how-does-it-really-work/ |date=November 14, 2018 }} February 28, 2017, retrieved November 13, 2018</ref>

[[Addressability|Addressable television]] is where [[targeted advertising]] is used on digital platforms,<ref>[https://www.viaccess-orca.com/blog/7-challenges-addressable-tv-advertising Overcoming the 7 challenges of implementing addressable TV advertising] May 18, 2023 Published by Viaccess-Orca</ref> so two people watching the same show receive different ads.

===Digital television recorders and advertisement skipping===
[[File:Marlboro-Ferrari.jpg|thumb|Though advertisements for cigarettes are banned in multiple countries, with [[Cigarette advertising in Indonesia|the notable exception of Indonesia]], such advertising could still be seen in the sponsorship of events such as auto racing during much of the late 20th century and during the 2000s]]

After the [[video cassette recorder]] (VCR) became popular in the 1980s, the television industry began studying the impact of users [[fast forwarding|fast-forwarding]] through commercials. Advertising agencies fought the trend by making them more entertaining.<ref name="deatley19850907">{{cite news | url=https://news.google.com/newspapers?id=lc8vAAAAIBAJ&pg=5630%2C870934 | title=VCRs put entertainment industry into fast-forward frenzy | work=The Free Lance-Star | date=September 7, 1985 | agency=Associated Press | access-date=January 25, 2015 | author=De Atley, Richard | pages=12–TV}}</ref> The introduction of [[digital video recorder]]s (also known as digital television recorders or DTRs), such as [[TiVo]], and services like [[Sky+]], Dish Network and Astro MAX, which allow the recording of television programs into a [[hard drive]], also enabled viewers to fast-forward or [[Commercial skipping|automatically skip through advertisements]] of recorded programs.

At the end of 2008, 22% of UK households had a DTR. The majority of these households had [[Sky+]] and data from these homes (collected via the SkyView<ref>{{cite web |url=http://www.skymedia.co.uk/Audience-Insight/skyview.aspx |title=SkyView |publisher=Skymedia.co.uk |access-date=September 1, 2013 |archive-url=https://web.archive.org/web/20130903074734/http://www.skymedia.co.uk/Audience-Insight/skyview.aspx |archive-date=September 3, 2013 |url-status=live |df=mdy-all }}</ref> 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 the [[Broadcasters' Audience Research Board]] (BARB) and the [[London Business School]].

===Product placement===
Other forms of TV advertising include [[product placement]] advertising in the TV shows themselves. For example, ''Extreme Makeover: Home Edition'' advertises [[Sears, Roebuck and Company|Sears]], [[Kenmore Appliances|Kenmore]], and [[the Home Depot]] by specifically using products from these companies, and some sports events like the [[Monster Energy NASCAR Cup Series|Monster Energy Cup]] of [[NASCAR]] 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.<ref>{{Cite web |last=Biddiscombe |first=Ross |date=2018-05-25 |title=Sports advertising: A whole new ballgame |url=https://www.ibc.org/trends/sports-advertising-a-whole-new-ballgame/2847.article |access-date=2022-11-01 |website=IBC |language=en}}</ref> A number of major sporting venues in North America are named for commercial companies, dating back as far as [[Wrigley 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.

===Overlay advertisements===
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 for [[Three 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 in [[Poland]] to use any premieres of new shows/new seasons of the same show. [[Telewizja Polska|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.

===Interactive advertisements===
Online video directories are an emerging form of [[interactive 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.<ref>{{Cite journal |last1=Bezjian-Avery |first1=Alexa |last2=Calder |first2=Bobby |last3=Iacobucci |first3=Dawn |date=July 1998 |title=New Media Interactive Advertising vs. Traditional Advertising |journal=Journal of Advertising Research |pages=23–32 |url=https://people.utm.my/thoo/wp-content/blogs.dir/1795/files/2016/03/New-Media-Interactive-Advertising-Vs-Traditional-Advertising.pdf |access-date=October 8, 2024}}</ref>

===Shorter commercial breaks===
During the 2008–09 TV season, [[Fox Broadcasting Company|Fox]] experimented with a new strategy, which the network dubbed "Remote-Free TV". Episodes of ''[[Fringe (TV series)|Fringe]]'' and ''[[Dollhouse (TV series)|Dollhouse]]'' 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.<ref name="remotefree">{{cite news | author = Brian Stelter | url = https://www.nytimes.com/2009/02/13/business/media/13adco.html?_r=1&ref=media | title = Fox TV's Gamble: Fewer Ads in a Break, but Costing More | date = February 12, 2009 | work = [[The New York Times]] | access-date = February 13, 2009 | archive-url = https://web.archive.org/web/20130512184242/http://www.nytimes.com/2009/02/13/business/media/13adco.html?_r=1&ref=media | archive-date = May 12, 2013 | url-status = live | df = mdy-all }}</ref>

In May 2018, [[Fox Networks Group]] said its channels would try one-minute commercial breaks, mainly during sports events, but also on some shows on [[Fox Broadcasting Company]]. Ads during these breaks would cost more and fewer advertisers would be willing to pay that much.<ref>{{cite news|url=https://money.cnn.com/2018/05/17/media/fox-nbc-upfronts-commercials/index.html|title=Is the 1-minute commercial break the future of TV?|last=Disis|first=Jill|work=[[CNN Business]]|date=May 17, 2018|access-date=April 17, 2019}}</ref> Also in 2018, [[NBC]] used one-minute commercial breaks after the first block in multiple shows.<ref>{{cite web|url=https://www.newscaststudio.com/2018/10/05/nbc-branding-2018/|title=NBC forgoes complete brand overhaul, but does add new vanity card|last=Hill|first=Michael P.|publisher=NewscastStudio|date=October 5, 2018|access-date=April 17, 2019}}</ref> These "prime pods" are intended to keep viewers who are watching live, and advertisers pay more for the NBC spots.<ref>{{cite news|url=http://communityvoices.post-gazette.com/arts-entertainment-living/tuned-in/item/41680-tv-q-a-the-bachelor-a-million-little-things-the-sinner-lego-masters|title=TV Q&A: 'The Bachelor,' 'A Million Little Things,' 'The Sinner,' 'Lego Masters' |last=Owen|first=Rob|work=[[Pittsburgh Post-Gazette]]|date=February 27, 2020|access-date=February 28, 2020}}</ref>

=== Children with advertisement ===
{{See also|Advertising to children}}
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.<ref>{{Cite web |title=Advertising: how it influences children and teenagers |url=https://raisingchildren.net.au/toddlers/play-learning/screen-time-media/advertising-children |access-date=2022-11-01 |website=Raising Children Network |language=en}}</ref>