Broadcast media advertising includes TV commercials, programme sponsorship, product placement, infomercials and direct response TV; radio, podcast and audio streaming ads; connected TV, online video and live-stream sponsorships; and cinema, digital out-of-home and in-store broadcasting. It offers wide reach and strong impact but is costly and short-lived.
Broadcast advertising sends a message to a mass audience through sound and moving pictures: television, radio, cinema and, increasingly, streaming. It is still how brands reach the most people at once. A single IPL match or cricket World Cup final can draw tens of crores of viewers in India, and a 30-second slot in the US Super Bowl was reported to cost around $8 million in 2025.
The mix is changing. FICCI-EY’s media reports show digital overtook television in 2024 as the largest segment of India’s media and entertainment industry. Here are the main types of broadcast advertising today. For other formats, see the types of advertising.
Television
1. TV Commercials (Spots)
Short ads, usually 10 to 60 seconds, aired during programme breaks. Best for mass reach and building brand awareness.
2. Programme Sponsorship
A brand presents or co-presents a show or sports broadcast and gets on-screen mentions.
3. Product Placement
Products appear inside shows or films, such as a brand of phone used by a lead character.
4. Infomercials
Long-format ads, often 15 to 30 minutes, demonstrating a product with a phone number or link to buy. Common for fitness and kitchen products.
5. Direct Response TV
Short ads with an immediate call to action: call now, scan the QR code, visit the site.
Audio
6. Radio Ads
Spots on FM and AM stations, cheap and local. Useful for retail offers and regional brands.
7. Podcast Ads and Sponsorships
Host-read ads within podcasts, trusted by loyal listeners.
8. Audio Streaming Ads
Ads on music apps, targeted by listener data.
Video Streaming and Digital Broadcast
9. Connected TV and OTT Ads
Ads on streaming platforms watched on smart TVs, combining TV-style impact with digital targeting.
10. Online Video Ads
Pre-roll and mid-roll ads on video platforms.
11. Live-Stream Sponsorships
Brand placements in live sports, gaming or events streamed online.
Out-of-Home and Cinema
12. Cinema Advertising
Ads shown before films. Audiences are captive and attentive.
13. Digital Out-of-Home (DOOH)
Video screens at airports, malls, metro stations and roadside billboards.
14. In-Store Broadcasting
Audio and video ads played inside retail stores near the point of sale.
Advantages and Disadvantages
| Advantages | Disadvantages |
|---|---|
| Very wide reach | High production and airtime cost |
| Sight, sound and motion create impact | Message is short-lived |
| Builds brand awareness fast | Viewers skip or ignore ads |
| Can target by channel, time and programme | Harder to measure precisely (traditional TV) |
| Live sport offers huge simultaneous audiences | Audience fragmenting across platforms |
See also principles of effective advertising.
