WHAT IS ADVERTISER FUNDED PROGRAMMING?

A communications model in which the advertiser pays for production of programme material. The distributor of the completed programming - the broadcaster - pays for the use of the programme via inventory.

Why is the traditional 30”spot TV commercial under pressure?

  • Increased viewer sophistication – viewers are more aware
  • Increased volume of commercial break
  • Clutter – excessive activity in commercial break
  • Creative restrictions – low levels of creativity
  • Spot advertisements have a ‘sell by’ date
  • Look-a-likes – which brand is that ad for?
  • Interactive capabilities – see behind the scenes
  • Break zipping/zapping – What’s on the other side/next?
  • Cost – Concept to transmission/media More...