Television commercial / Advertisement

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Television commercial is the radiant emittance from Kurzfilmen to commercial purposes in the television. The transmitters make for it against fee their transmitting time available. Advertisement on the television is radiated in the USA since 1941 and in Germany since 1956. The advertising spots take usually 30 or 60 seconds.

Beside the circuit breaker advertisement in the last years also different forms of the television commercial were established. In addition e.g. belong the Programmsponsoring, advertisement in the Split screen, Spotpremieren or transients with only a Spot. One tries to react to the Zapping behavior of the spectators. Also advertising blocks can be jumped over easily or be cut out with programs such as MPlayer before the actual view of the transmission by deferred television. The future of advertising interruptions is thus questionable.

Beyond that one can rank the advertisement in the Teletext among the television commercial like also the gesponserte placement of the products in popular transmissions (Product Placement).

In the start time of the television commercial the actual information about products stood in the foreground. Artistic elements, like music, became later Exotik and erotism ever more importantly, as also in the remaining advertisement. Also important film directors such as Helmut Dietl, David lynch or Guy Ritchie turn in the meantime publicity films.

Since as potential buyers the correct target group is of importance, an extensive research of the ratingses is operated and often the program offer is adapted accordingly.

Television commercial in Germany

In Germany both with the public and with the private programs the duration and form of the advertising blocks as well as the interrupting advertisement by the broadcast state contract are regulated.

In Germany the public broadcasting stations pool of broadcasting corporations and Second Channel of German Television finance themselves to a part by advertisement, the remainder of the income originate from the broadcast fees. The private stations obtain against it the predominant part of their incomes by the letting of advertising times. While the private stations interrupt their transmissions regularly for advertising blocks, the public stations are clearly more reserved.

The times, in which the public transmitters may send advertisement, are not on from Monday to Saturday in each case of 17 o'clock to 20 o'clock limited, also at country wide holidays may advertisement be shown. Per hour maximally 12 minutes may be sent werbnug, daily in the annual average only 20 minutes. After 20 o'clock is only the "Sponsoring" permitted by transmissions. In the third television programs of the pool of broadcasting corporations no advertising spots are radiated, however there are Werbesponsoring of individual transmissions. The Second Channel of German Television loosens its advertising block with short cheerful animated films, their hero up, who became Maskottchen of the transmitter. Thereby for children an incentive is created for regarding the advertising block.

The private transmitters radiate at any hour and also on Sunday advertising spot. At present the advertisement may not exceed 20 per cent of the program, thus 12 minutes per hour. Also the number that advertising tracing is reglementiert; it depends on the length of the transmission. The advertising blocks must have at least one distance of 20 minutes.

For tobacco goods a general advertising prohibition exists in the television. A prohibition of the advertisement for alcohol is discussed and is already imported in different countries (e.g. Switzerland).

Television commercial in other European countries

Also on the Austrian television, the ORF, advertisement is shown. In Great Britain against it the separation between private and national transmitters is kept stricter. While the private stations rely exclusively on incomes from advertising, the national BBC only finances itself by fees.