Key Terms in Linear TV Advertising

Linear TV advertising can feel like navigating a maze. There’s a lot to unpack, and if you’re not familiar with the terminology, it’s easy to feel like you’re fumbling in the dark. But don’t worry—we’re here to break it down. Whether you’re a seasoned media planner or new to the advertising world, understanding these terms can help you make smarter decisions and connect with your audience more effectively. Let’s get started.

What Is Linear TV Advertising?

Before we dive into the lingo, let’s define linear TV.

Linear TV refers to traditional, scheduled television programming—the kind you watch on networks like NBC or ABC. It’s not on-demand or streaming, but viewed at specific times. Think prime-time sitcoms, live sports, or news broadcasts. Sure, digital platforms like Netflix and Hulu are shaking things up, but linear TV remains a powerhouse in reaching large, diverse audiences.

While it might feel a little old-school, linear TV still offers unmatched opportunities to build brand awareness and tap into shared cultural moments. Remember the buzz after a Super Bowl ad? That’s the power of linear TV.

The Must-Know Terms

Audience Metrics

Gross Rating Points (GRPs) – This metric measures the total exposure of your ad across your target audience. It’s calculated by multiplying reach (the percentage of people exposed) by frequency (how often they’re exposed). GRPs are like the shorthand for impact in TV advertising.

Reach and Frequency – Think of these as the bread and butter of ad planning. Reach tells you how many unique viewers saw your ad, while frequency measures how many times those viewers saw it. Too much frequency, and you risk annoying people; too little, and your message gets lost.

Ratings – This term represents the percentage of households tuned into a particular show. Higher ratings often mean a bigger audience—and likely steeper ad prices.

Buying and Scheduling

Upfronts – This is where television networks present their upcoming programming lineup to advertisers, who then have the opportunity to purchase ad slots in advance for the upcoming year, sometimes at a price advantage.

Scatter Market – Didn’t buy during the upfronts? No problem. The scatter market lets you purchase ad slots closer to the airdate. But there’s a catch: scatter slots can vary greatly in price, especially if demand surges.

Dayparts – Not all hours of the day are created equal in TV. Dayparts refer to parts of the broadcast day segmented into daytime, primetime, and late night. Each segment caters to different audiences—and comes with its own pricing.

Makegoods – What happens if your ad under-delivers on promised impressions? Makegoods are additional ad placements networks offer to compensate for shortfalls.

Types of Spots

Primetime Ads – The crown jewel of TV advertising, these spots air during peak viewership hours (typically 8-11 PM). They’re pricey but for good reason, they typically get the most engaged views.

Sponsorships/Integrations – Sometimes, brands go beyond a simple 30-second spot. Sponsorships and integrations tie your brand to an entire program or segment, creating a deeper association.

Direct Response TV (DRTV) – We’ve all seen those 1-800 number ads. That’s DRTV. These ads are designed to prompt immediate viewer action, like making a call, purchasing a product or visiting a website.

Pricing Models

Cost Per Thousand (CPM) – CPM stands for “cost per mille,” the Latin term for “cost per thousand” views. This metric calculates how much you’ll pay to reach 1,000 viewers. It’s a go-to for comparing the cost-efficiency of different ad placements.

Cost Per Point (CPP) – A slightly different spin, CPP measures the cost of achieving one rating point (1% of your target audience). It’s handy for evaluating large-scale campaigns.

Compliance and Innovation

Linear TV adheres to strict regulations from entities like the Federal Trade Commission (FTC) and the Federal Communications Commission (FCC). Ads must clear hurdles like truth-in-advertising laws and content guidelines. Overwhelming? Maybe. Necessary? Absolutely.

Meanwhile, technology is revolutionizing the space. Tools like programmatic TV buying (think automated ad purchasing) and addressable TV (targeting specific households) are redefining possibilities.

Why Knowing the Terms Matters

Understanding these terms is key to maximizing your success. Let’s face it: the stakes are high. Ad budgets can make or break campaigns, and you need every advantage to stretch those dollars further. By mastering the language of linear TV, you can:

• Collaborate effectively with media buyers and planners.
• Optimize ad placements to align with your goals.
• Measure ROI with confidence and clarity.

Linear TV advertising might seem daunting, but it’s not an insurmountable puzzle. With a solid grasp of these key terms, you’re already ahead of the game. So, go ahead and take your campaigns to the next level—your audience is waiting.