Definition of a classic TV campaign and sponsorship campaign

A TV campaign describes a TV advertiser going on television thanks to one or several TV spots, in which it presents its products or services. The duration of a TV spot can vary and can be more or less short, even though 15 seconds seems to have become the standard duration of a TV commercial in the UK.

A TV campaign may take different forms: either a classic TV ad, or a sponsoring campaign. A classic TV ad regroups different spots of a same advertiser, that can stretch out over several months and be composed of different creatives. The spots that are placed right after a program ends, or right before it resumes have prime position, because they bring even more visibility to the brand.

With a sponsoring campaign operation, the sponsor is associated to a TV program and can therefore benefit from the aura of the TV show, that are often themselves powerful brands. TV sponsorship can either be a simple on-air association to a program or a long-term partnership with product placement and licensing.

In both cases, a TV tracking solution allows TV advertisers to monitor the impact of their campaign on digital channels (website, apps, calls…) and maximise their ROI.