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The actor set-up of TV advertising. A new process for hybrid formats


von Rimscha, M Bjørn; Rademacher, Patrick (2008). The actor set-up of TV advertising. A new process for hybrid formats. Studies in Communication Sciences, 8(2):75-93.

Abstract

The paper introduces a basic description of the advertising process in TV advertising and discusses how this process might be altered when 30 second spots are replaced by hybrid advertising formats such as sponsoring and placements. For each actor in the process the potential benefit of hybrid advertising is identified and the respective interest in changing the process is deduced. A qualitative interview study with representatives from each actor in the process is used to illustrate that contrary to popular imputation the advertising principals are not the driving force behind the rise of hybrid advertising. Broadcasters and their media sales companies that rely on advertising revenues need hybrid advertising to compensate for declining revenues from spot advertising. Being the biggest beneficiaries they can be identified as driving force -- or in normative terms as the ones to blame for blurring the boundaries between advertising and content.

The paper introduces a basic description of the advertising process in TV advertising and discusses how this process might be altered when 30 second spots are replaced by hybrid advertising formats such as sponsoring and placements. For each actor in the process the potential benefit of hybrid advertising is identified and the respective interest in changing the process is deduced. A qualitative interview study with representatives from each actor in the process is used to illustrate that contrary to popular imputation the advertising principals are not the driving force behind the rise of hybrid advertising. Broadcasters and their media sales companies that rely on advertising revenues need hybrid advertising to compensate for declining revenues from spot advertising. Being the biggest beneficiaries they can be identified as driving force -- or in normative terms as the ones to blame for blurring the boundaries between advertising and content.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Uncontrolled Keywords:principal-agent, conflicting interests, product placement, advertising process, interviews, Switzerland
Language:English
Date:2008
Deposited On:23 Dec 2008 14:03
Last Modified:05 Apr 2016 12:36
Publisher:Universita della Svizzera Italiana, Facolta di Scienze della Comunicazione
ISSN:1424-4896
Official URL:http://www.scoms.ch/index.htm
Permanent URL: https://doi.org/10.5167/uzh-6146

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