TV advertising jargon buster
TVRs, BVOD, AdSmart, clock numbers and supers: the terms you’ll hear when you advertise on TV, explained in plain English.
Category Getting Started
The basics of advertising on TV: why it works, how long it takes and what the jargon means.
What is DRTV? Direct response TV advertising explained
DRTV is TV advertising built to get an immediate reaction. Here’s how it works, who it suits, and where its limits are.
Why TV is the most trusted place to advertise
Every TV advert is checked before it goes on air, and it runs alongside programmes people already trust. In the age of AI, that counts for more than ever.
How to choose a TV ad production company
There’s a difference between a company that makes videos and one that makes TV adverts. Here’s what to look for, and the questions worth asking.
Does it matter if viewers are on their phones?
Most of us watch TV with a phone in our hand. It matters less to advertisers than you’d expect, and for some businesses the phone is a help.
TV advertising in 2027: more choice than ever
TV has gone from four channels and a video recorder to AdSmart, ITVX, Netflix and YouTube on the big screen. Here’s how it all fits together for 2027.
TV, radio or outdoor: which is right for your business?
Each has its strengths, and the best campaigns often use more than one. Here’s what TV, radio and outdoor are each good at, and how to choose.
How to write a brief for a TV ad
A TV advert brief needs a few things other briefs leave out. Here’s what they are, with a simple template, and why a conversation will do just as well.
Why TV is still a shared experience
Most advertising reaches people one at a time. TV reaches them together, on the sofa, where they talk about what they’ve just seen.
Is TV advertising wasteful?
The usual objection to TV is that you’re paying to reach people who’ll never buy. Here’s why that’s not how it works, and why reaching more people is the point.
Brand building or getting a response: what’s your TV ad for?
Some adverts are made to be remembered, and some are made to get the phone ringing today. The two work in different ways, and it pays to know which you need.
When is the right time to start advertising on TV?
TV isn’t only for businesses that have “made it”. Here are the signs that you’re ready, and how to make a smaller budget work when you are.