TV Advertising Jargon Buster
A Clear Guide from the TV Masters Team.
At Ark Media, we understand that diving into the world of TV advertising can sometimes feel like learning a new language. From “ad stock” to “TVRS,” there is a whole vocabulary used by media professionals that can be confusing to anyone new to the scene. That’s why we’ve created this jargon-busting guide — to help you make sense of the most common terms you’ll come across when planning and evaluating a TV campaign.
Getting Started with TV Advertising
TV Advertising relies on audio-visual content, which simply means ads that use moving images and sound — think of traditional TV commercials or ads on on-demand platforms. When we refer to a broadcaster, we mean a company that transmits television content, such as ITV or Sky. A sales house is the organisation responsible for selling ad space on behalf of these broadcasters.
Planning and Booking Your Campaign
Before your ad ever hits the screen, you’ll need to work with a media agency to plan and purchase your TV campaign. These professionals help you decide where, when, and how to advertise to reach your best — the specific group you want to engage.
To ensure the best results, campaigns are typically confirmed before an advanced booking (AB) deadline, which varies by sales house. Once confirmed, your ads are scheduled in a pattern known as an airtime laydown — this could be a short, intense burst, a lighter drip, or a steady, always-on presence.
Audience, Reach, and Ratings
Measuring success is crucial. One of the most used terms is TVR (television rating), which represents the percentage of your target audience that saw your ad. Related terms include:
OTS (Opportunity to See) – The average number of times an audience saw your ad.
Coverage/Reach – The percentage of the audience who saw your ad at least once.
Frequency – How often individuals saw your ad (e.g. 2+ or 3+ times).
Impact – A single person seeing your ad once.
These metrics help advertisers understand how well their message is landing.
Placement Matters
Where your ad appears can be just as important as when. Ads are placed within centre breaks (during a programme) or end breaks (at the conclusion). Your PIB (Position in Break) — whether your ad plays first, second, or last within a set ad break — can influence its visibility. Dayparts, like “peak time” or “daytime,” help identify when ads will air.
Costs and Value
Cost in TV advertising is often discussed in terms of CPT (Cost Per Thousand), which calculates how much it costs to reach 1,000 viewers once. Other financial terms include station average price and time length factor, which consider channel rates and ad duration.
Negotiations may also factor in your share of broadcast revenue — the portion of your budget spent with a broadcaster — and can help you secure better deals or premium placements.
Performance and Psychology
Once your campaign airs, a post-campaign analysis evaluates how it performed, considering campaign factors (like frequency and creative impact), brand factors (such as your brand’s market strength), and market factors (e.g., competitor activity).
Three key psychological effects also come into play:
Adstock – The lingering recall of an ad in a viewer’s mind.
Mere Exposure effect – People are more likely to prefer things they’ve seen more often.
Recency effect – Recent exposures tend to have more influence.
Modern Formats and Platforms
TV advertising today isn’t limited to live broadcasts. Linear TV refers to traditional scheduled television, while BVOD (Broadcaster Video on Demand) encompasses on-demand content streamed through apps such as ITVX or All4. Advertisers are also exploring contextual placements, such as aligning an ad with the content of a show (contextual environment), and even utilising UGC (User-Generated Content) for creative impact.
Final Thought
Understanding these key terms empowers brands and marketers to approach TV advertising with confidence and clarity. Whether you're planning your first campaign or optimising your current strategy, this jargon buster from Ark Media will help you navigate the landscape like a pro. If you would like to learn more please get in touch with our TV masters insights and data team as we love talking everything TV here and are happy to help.
