An advertising spot is a placement of a purchased advertisement on a television or radio station. A spot is specific to these broadcast media where you develop an advertising message and then purchase a period of time to place it during a particular time frame.
Media provide the delivery mechanism for an advertising message normally developed by an agency on behalf of a client company. Once the ad is finalized, it is delivered to its target audience through one or more selected media. TV, radio, newspaper, print and the Internet are among traditional ad media, while billboards, transit and aerial are among more supportive types. Advertisements placed in print media are normally referred to simply as placements because they take up space. TV and radio advertisements are called spots because of the dynamic delivery of the message over a period of time.
Television spots commonly run for either 30 or 60 seconds. Ads run during a particular program or period of time as agreed upon by the advertiser and the network or local TV station. TV commercials can include a variety of elements, including dialogue, storytelling, product demonstration, music and sound, and testimonials offered by celebrities or ordinary people. Impacting people during the purchased spot is critical since the message is fleeting, and people must recall it later for it to have an effect.
Radio spots also run for 30 or 60 seconds, but 15 seconds is also a common time frame for radio messages. Radio ads are normally purchased in monthly packages where the client buys a certain number of spots delivered in rotation, either in one part of the day or throughout the day. Repetition and frequency is important with radio spots since listeners can't see the message, and must retain the brand name and key selling points for impact.
Local vs. National
Ad spots are normally purchased at a local or national level. Local businesses place ads on local radio stations or local television affiliates of national networks. Because radio spots are more affordable, often less than $50 to $100 in some markets, small businesses usually rely more on them. National spots are less affordable, and are not likely to be beneficial enough to warrant the expense for local companies. You can buy national spots on television networks that reach a national audience. Radio spots are more complicated, but you can buy national placements through media conglomerates that own stations in markets throughout the country.
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