TV scheduling in context

John Clifton and Charles Young

Turner Networks put TV commercials into different customised programming contexts and found ad performance could be significantly improved.

Context has always been an important consideration in television advertising. Media buyers are sensitive to the genres of programmes that provide a good fit with a particular brand's image and targeting objectives. Until now, the ability to fine-tune the contextual effects of programming content on advertising has been beyond the control of this powerful mass medium.

Recently Turner Networks has begun offering advertisers the opportunity to frame their advertising with adjacent programming segments that have been customised to maximise the impact of the embedded advertising. The degree of customisation varies from as little as inserting a category or brand cue into the programme, to full brand integration into the programme storyline.