What we know about the context and positioning of TV ads

This article provides marketers with information and guidance about the effective positioning of TV ads.

The positioning of television advertising, whether first in the ad break, ‘mid-pod’ or the last commercial, can have varying degrees of effect and resonance with viewers. Further, the placement of ads adjacent to contextually relevant, quality programming can enhance the impact of the communication on the viewer, with new technologies enabling this process to achieve greater results.


Television advertising positioning is the place where commercials fall within an advertising break – sometimes also known as a pod. Both context and positioning can have a bearing on the success of the advertising. Context refers to the tone and topics of...

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