TV Media Planning and Buying

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TV Commercial Types

Brands reach their target audiences with TV commercials to increase their brand awareness. For brands promoting their products or services, television advertising still retains its popularity today. There is a specific type of TV commercial used for each advertisement:

Strip Ad

This is the most preferred type of advertising among those available in television advertising. A strip ad is a type of advertisement that covers about 20% of the screen in the form of a strip during a program or series flow. The duration of the advertisement is 8 seconds and it is used in approximately 1920×220 pixel dimensions. Due to its format of broadcasting, strip ads are more effective compared to other types of advertisements. The higher the TV program’s rating, the greater the success of the brands’ advertisements.

Spot Advertisement

A spot advertisement is a type of ad that starts after the credits of a program or series and fully occupies the screen. The content and duration of a spot ad vary and this variability depends on the brand’s preference. It is the type of advertisement through which brands convey their messages about their products or services to the audience in the most effective way.

Sponsorship Advertisements

Sponsorship advertisements are when brands support a program or event to increase their visibility. In this way, brands seeking greater exposure sponsor TV programs. The name of the sponsoring brand appears on the screen both before and after the program.

Product Placement

Product placement, especially becoming more prevalent in recent years, is one of the most effective types of television advertising. It involves integrating a brand’s product seamlessly into the program being broadcast. Product placement advertisements, especially when executed in high-rating shows or series, reach the audience effectively and quickly.

How Should a TV Ad Plan Be?

With TV commercials, you can introduce the products or services of your brand to your target audiences, that is, your potential customers, in a very short time and simultaneously. In recent years, with the increasing scrutiny of the RTÜK (Radio and Television Supreme Council) regulations, television advertisements are subject to rigorous controls. The frameworks for television commercials are determined by warnings that fall outside the set rules and the viewing indicators created for audience groups.

From this perspective, television advertisements hold a significant place for viewers. The amount of time viewers spend in front of the screen is increasing day by day. However, individuals’ attention spans and emotional change intervals do not follow the same trend. This interval has dropped to approximately 5 seconds. In this regard, when introducing your campaigns to your customers, attention should be paid to the duration and content of the advertisement. To be effective, an advertisement broadcast on television must be kept interesting, stimulating, and as simple and short as possible in language. As a brand, the TV media planning budget process determined for your TV advertisements should include a well-defined broadcast plan and continuity stages for efficiency.

Once the agency that will carry out the advertising process is determined, a brief is given to the agency that will work on the TV commercial. The production company responsible for shooting the commercial begins the filming process. Production, or the creation phase, is the stage where the promotional content for the product or service to be advertised is developed. After the preliminary preparations for the commercial film are completed, the filming stage is reached and the commercial is prepared. Before the TV commercial is broadcasted, media planning is carried out. The commercial film process is completed with factors determined according to the target audience, age groups, gender, and socio-economic groups. Following this process, it is determined which channel the advertisement will be broadcast on, as well as when and for how long it will be aired. The success of the commercial film broadcast on television channels during this period is evaluated. If the brand has reached its target audience, the TV advertising planning is considered successful. If the TV commercial has increased brand awareness and brand image, this constitutes the result of a successful commercial film.