advertentietijd

Advertentietijd is a term used in Dutch broadcasting and media planning to denote the portion of a broadcast schedule that is reserved for advertisements. It covers the time allocated for commercial breaks within programmes and across channels over a given period, such as per hour or per day. Advertentietijd is distinct from programme time and from promotional announcements or sponsorship credits. In practice, it is the time advertisers buy in order to place paid messages, with spots typically of fixed lengths within scheduled breaks.

Measurement and planning: Broadcasters set an intended level of advertentietijd for different dayparts and channels. The actual breaks are inserted to meet audience and revenue objectives, while trying to avoid excessive disruption to viewing. The price of ad time depends on audience size, program genre, time of day, and channel. Advertentietijd is usually regulated by national media law and license conditions, which may cap total advertising per hour, restrict advertising during certain times or to certain audiences, and impose other restrictions.

Variations by jurisdiction and platform: Rules differ between countries and broadcast platforms, and online video services have their own ad-time regimes. The general concept, however, remains the same: advertentietijd is the allocated window for paid advertising within the media schedule. It is a central lever in media planning, broadcasting economics, and advertising regulation.