The terms that come up when you make a TV ad, as we explain them to clients.
The loudness level UK broadcasters require. Every TV mix is delivered to it, so an ad can't be louder than the programme around it.
A one-off fee to an actor that covers an agreed use of the ad, rather than paying them each time it airs.
See also: Usage
The broadcasters' own streaming services, like ITVX, Channel 4 and Sky. Ads there usually need the same clearance as ads on normal TV.
Clearcast's online system, used to submit scripts and finished ads and to track clearance. Hightower is set up on it.
The body that checks TV ads against the UK advertising code before they air. Every script and finished ad goes through them, and nothing airs without their approval.
The unique ID for each version of a TV ad. Change the length, the price or a single legal and it becomes a new version with a new clock number.
Any line that says you're better, faster or cheaper than something else. Clearcast can ask you to prove it with evidence, so these need planning before the voiceover is recorded.
Ads served through internet-connected TVs and streaming apps. Compliance depends on the platform. Amazon, for example, runs its own.
A shorter edit of the main ad, like a 15" or 6" from a 30". Best planned at the shoot, not found in the edit.
TV ads built to make people act now: call, visit or buy. They're measured on calls and sales, not just awareness, so every frame has to earn its place.
The last few seconds of the ad, with the logo, the offer and how to respond. In DRTV it does most of the selling.
The on-screen small print. Clearcast set rules on size and time on screen, and an illegible legal fails the ad.
A TV ad cut from footage and stills you already own, with new voiceover, music and graphics. A cost-effective way onto TV.
Someone talking straight down the lens, usually a presenter or a spokesperson.
Converting footage from one shape to another, like vertical 9:16 to widescreen 16:9. AI can now fill the missing edges.
An update to an existing ad: a new date, offer or end frame. Quicker and cheaper than a new shoot, but it still needs clearing and a new clock number.
A version of the ad with no on-screen text, so it can be updated or translated later without going back to the edit.
The share of a target audience who saw an ad. Media agencies plan and buy airtime in TVRs, and it's one of the things actors' usage fees are based on.
What a performer or a piece of music is licensed for: which media, where and for how long. Moving a social film onto TV usually means extending it.