postcommercial

Postcommercial is a term used in media studies and advertising to describe content, strategies, or conditions that occur after a commercial break. The term is a neologism built from post- and commercial and does not have a single, standardized definition; its usage varies across industries and disciplines.

In broadcasting, postcommercial refers to the segment of a program that resumes after an advertising break. Producers and networks tailor the postcommercial return to maximize viewer retention, employing techniques such as quick recaps, scene continuity, or post-credits hooks to minimize zapping and drop-off. The term can also refer more generally to the content produced specifically for this return, including transitions, teasers, and pacing plans.

In digital media and streaming, postcommercial concepts often involve post-roll experiences or content designed to be engaging after an ad, as advertisers and platforms seek to maintain engagement beyond the ad itself. This can include recommendations, interactive elements, or additional context that helps anchor the viewer to the program after the advertisement.

Relation to other terms: postcommercial is distinct from pre-commercial and mid-roll concepts and is related to post-roll advertising, viewer retention strategies, and broadcast scheduling. The idea also informs brand safety and creative practices, as the quality of the postcommercial experience can influence audience perceptions of a program or platform.

As a relatively new or evolving term, postcommercial lacks a formal, universal definition and is found primarily in industry discussions and media studies as a descriptive descriptor rather than a standardized category.