Definition of a classic TV campaign and sponsorship campaign

A TV campaign characterizes the fact that a TV advertiser is going on television thanks to one or several TV spots, in which he/she presents its products or services. The duration of a TV spot can vary and they 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 the program ends, or right before it resumes have prime position, because they bring even more visibility to the brand.

With a sponsoring 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 monitor the impact of their campaign on digital channels (website, apps, calls…) and maximise their ROI.

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