AbovetheLine

Abovetheline, often abbreviated ATL, is a marketing classification referring to advertising activities that use mass media channels to reach broad audiences. It contrasts with below-the-line (BTL) marketing, which targets specific individuals through direct channels such as direct mail, promotions, events, and public relations. The term originated in the mid-20th century within advertising to distinguish media-driven campaigns from non-media promotional activities.

ATL campaigns typically rely on wide-reach channels such as television, radio, newspapers and magazines, outdoor advertising, and other mass communications. With the rise of digital media, some online mass-media efforts designed to reach large audiences can be considered ATL, while highly targeted digital actions may be viewed as BTL. The line between these categories has become increasingly blurred in practice.

Through-the-line (TTL) marketing has emerged to describe integrated campaigns that combine ATL and BTL elements, leveraging broad reach alongside targeted engagement. Measurement of ATL outcomes historically emphasized reach, frequency, and brand metrics like awareness and perception, using planning units such as gross rating points (GRPs). Digital channels provide more direct performance data, yet attribution and cross-channel effects remain challenging.

Regionally, the terminology is more common in the United Kingdom and parts of Europe, where marketing planners may use ATL/BTL distinctions as part of campaign strategy. In the United States, practitioners often describe campaigns by media type or employ TTL without explicit ATL/BTL labeling.

Overall, the ATL/BTL distinction is often viewed as imperfect or outdated in contemporary practice, with many advertisers pursuing holistic, data-driven approaches that integrate traditional and digital media.