Promo (media)
Encyclopedia
A promo, shorthand for promotion, are a form of commercial advertising used in broadcast media, either television or radio; promos are generally used to promote a program airing on a television station, radio station, television network or radio network.
format in which a star or host of the program breaks the fourth wall
. Most radio promos utilize this format as well, with a host of the program discussing the show itself, though some feature audio clips from past editions of the radio broadcast. Television station newscasts promote (a) select news segments to be featured in an upcoming newscast, such as an investigative report or special-interest feature piece.
Information is typically provided displaying the airdate and time of the program's broadcast as well as the name of the station it is set to air; local broadcast television stations until the mid-1980s, this usually involved simply displaying text showing the date and time, along with the station logo on the bottom of the screen (this is due to the fact that unlike with broadcast and cable television, promos for broadcast syndication do not display airtime information, allowing for television stations to add the day and time of the broadcast themselves), however, stations have since begun to utilize posterized graphics that either cover the program logo at the end of a promo for a syndicated program (and in some cases, promos for commercial networks such as Fox
and The CW) or allow the end of the promo to be shown in a box surrounded by the graphic.
Premium cable channels and other commercial-free television networks traditionally do not accept normal commercial advertising, thus allowing them to broadcast programs uncut and without interruption, breaks between programs instead primarily use promos to advertise upcoming series and these promo breaks can, at times, be of a longer duration than a normal commercial break with traditional advertising included.
Background
Promos typically run a standard length of about 30 seconds, though occasionally some can at times last as little as five seconds or as long as 90 seconds. Most promos commonly consist of select clips of segments from an upcoming program (television or radio series, film, event, etc.), however some television promos (particularly for an upcoming television series) utilize a monologueMonologue
In theatre, a monologue is a speech presented by a single character, most often to express their thoughts aloud, though sometimes also to directly address another character or the audience. Monologues are common across the range of dramatic media...
format in which a star or host of the program breaks the fourth wall
Fourth wall
The fourth wall is the imaginary "wall" at the front of the stage in a traditional three-walled box set in a proscenium theatre, through which the audience sees the action in the world of the play...
. Most radio promos utilize this format as well, with a host of the program discussing the show itself, though some feature audio clips from past editions of the radio broadcast. Television station newscasts promote (a) select news segments to be featured in an upcoming newscast, such as an investigative report or special-interest feature piece.
Information is typically provided displaying the airdate and time of the program's broadcast as well as the name of the station it is set to air; local broadcast television stations until the mid-1980s, this usually involved simply displaying text showing the date and time, along with the station logo on the bottom of the screen (this is due to the fact that unlike with broadcast and cable television, promos for broadcast syndication do not display airtime information, allowing for television stations to add the day and time of the broadcast themselves), however, stations have since begun to utilize posterized graphics that either cover the program logo at the end of a promo for a syndicated program (and in some cases, promos for commercial networks such as Fox
Fox Broadcasting Company
Fox Broadcasting Company, commonly referred to as Fox Network or simply Fox , is an American commercial broadcasting television network owned by Fox Entertainment Group, part of Rupert Murdoch's News Corporation. Launched on October 9, 1986, Fox was the highest-rated broadcast network in the...
and The CW) or allow the end of the promo to be shown in a box surrounded by the graphic.
Premium cable channels and other commercial-free television networks traditionally do not accept normal commercial advertising, thus allowing them to broadcast programs uncut and without interruption, breaks between programs instead primarily use promos to advertise upcoming series and these promo breaks can, at times, be of a longer duration than a normal commercial break with traditional advertising included.
See also
- AdvertisingAdvertisingAdvertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
- Promotion (marketing)Promotion (marketing)Promotion is one of the four elements of marketing mix . It is the communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer's purchasing decision....
- Sponsor (commercial)
- Advertising AdstockAdvertising AdstockAdvertising adstock is a term coined by Simon Broadbent to describe the prolonged or lagged effect of advertising on consumer purchase behavior. It is also known as 'advertising carry-over'...
- Radio commercialRadio commercialCommercial radio stations make most of their revenue selling “airtime” to advertisers. Of total media expenditures, radio accounts for 6.9%. Radio advertisements or “spots” are available when a business or service provides valuable consideration, usually cash, in exchange for the station airing...
- Radio commercial
- MarketingMarketingMarketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
- Commercial bumperCommercial bumperIn broadcasting, a commercial bumper, ident bumper or break-bumper is a brief announcement, usually two to 15 seconds that can contain a voice over, placed between a pause in the program and its commercial break, and vice versa...
- Public service announcementPublic service announcementA public service announcement or public service ad is a type of advertisement featured on television, radio, print or other media...