Television advertising is not a one-size-fits-all marketing channel. Businesses have multiple ad formats to choose from, each designed for specific objectives, budgets, and audience engagement levels.

Understanding the types of TV ads helps you select the right format for your brand, product, and campaign goals.

In this guide, we’ll break down the four primary types of television advertising:

1. Commercials (15, 30, and 60 seconds)

2. Sponsorships

3. Infomercials

4. Product placements

Each serves a different strategic purpose.

1. Commercials (15, 30, and 60 Seconds)

Commercials are the most common and recognizable form of TV advertising.

These are traditional ads that appear during commercial breaks in programming across networks like NBC, CBS, ABC, and FOX.

They are also used on cable networks and connected TV platforms such as Hulu.

Let’s examine the variations.

15-Second Commercials

Short, concise, and often punchy.

Best For:

• Brand reminders

• Promotions

• Limited-time offers

• Retargeting campaigns

• Reinforcing previous messaging

Advantages:

• Lower production cost

• Lower airtime cost

• High frequency potential

• Strong recall when repeated

Limitations:

• Limited storytelling time

• Requires highly focused messaging

These ads must immediately capture attention — usually within the first 3 seconds.

30-Second Commercials

The most common TV ad format.

Best For:

• Balanced storytelling

• Product demonstrations

• Emotional engagement

• Brand introductions

Advantages:

• Enough time to communicate value

• Clear call-to-action opportunity

• Versatile across industries

This format offers the best balance between cost and impact.

Most national brands rely heavily on 30-second spots for awareness campaigns.

60-Second Commercials

Longer and more immersive.

Best For:

• Brand storytelling

• Emotional campaigns

• High-ticket products

• Complex messaging

Advantages:

• Full narrative structure

• Deeper emotional connection

• Stronger brand positioning

Limitations:

• Higher production cost

• Higher airtime cost

• Requires compelling creative to maintain attention

These are often used during major events or product launches.

2. Sponsorships

Sponsorships involve associating your brand directly with a specific program, event, or segment.

Instead of running a traditional commercial, your brand is integrated into the show format.

Examples include:

• “This program is brought to you by…”

• Logo placement during broadcasts

• Sponsored weather segments

• Sponsored sports highlights

Sports sponsorships on networks like ESPN are common.

Types of Sponsorships

Program Sponsorship

Your brand sponsors an entire show or recurring segment.

Segment Sponsorship

You sponsor a specific part of a show — such as:

• Traffic updates

• Weather reports

• Financial news

• Sports highlights

Event Sponsorship

Your brand supports coverage of major live events.

Sponsorship creates brand association and credibility rather than direct response.

Benefits of Sponsorships

• Brand authority

• Repeated exposure

• Trusted context alignment

• Less “interruptive” feel than traditional ads

They work especially well for long-term branding strategies.

3. Infomercials

Infomercials are long-form advertisements, typically 15–30 minutes in length.

They resemble TV programs rather than standard commercials.

These ads often air during off-peak hours or on specific networks.

Characteristics of Infomercials

• In-depth product demonstrations

• Testimonials

• Before-and-after visuals

• Limited-time offers

• Direct response phone numbers or URLs

Infomercials are designed for direct sales rather than just brand awareness.

Best For:

• Consumer products

• Health and wellness items

• Fitness equipment

• Household gadgets

• Educational programs

They allow businesses to fully explain benefits, objections, and value propositions.

Advantages

• Detailed persuasion

• Higher conversion potential

• Direct sales tracking

Disadvantages

• Higher production cost

• Requires strong scripting

• Not ideal for pure brand campaigns

Infomercials are particularly effective for products requiring explanation.

4. Product Placements

Product placement integrates a brand directly into TV programming.

Instead of appearing in a commercial break, the product appears within the show itself.

This could include:

• Characters using a specific phone

• Drinking a branded beverage

• Driving a specific vehicle

• Wearing identifiable apparel

Product placements are common in both television and streaming shows.

How Product Placement Works

Brands negotiate with production companies or networks to feature their product.

The exposure can range from:

• Background placement

• Visible logo exposure

• Verbal mentions

• Central storyline integration

The deeper the integration, the higher the cost.

Benefits

• Non-interruptive exposure

• Authentic integration

• Long-term value (especially in reruns and streaming)

• Strong subconscious brand association

When done well, product placement feels natural rather than promotional.

Comparing the Types of TV Ads

Each format serves different objectives.

Choosing the Right Format

Your decision should depend on:

1. Campaign Objective

• Awareness? → 30-second commercial

• Direct response? → Infomercial

• Authority positioning? → Sponsorship

• Long-term brand presence? → Product placement

2. Budget

Shorter commercials cost less to produce and air.

Long-form formats require larger investment.

3. Audience Behavior

If your audience values storytelling, longer ads may perform better.

If they prefer quick messaging, shorter formats work best.

4. Platform

Connected TV platforms may prioritize shorter commercial spots.

Traditional broadcast supports all formats.

Connected TV and Evolving Formats

Streaming services have introduced flexibility in ad lengths.

On platforms like Hulu, advertisers may use:

• Non-skippable 15-second ads

• 30-second premium placements

• Interactive overlays

• Dynamic ad insertion

Connected TV blends traditional commercial formats with digital tracking capabilities.

Combining Multiple Types

Some of the most successful campaigns combine formats:

• 30-second commercials for awareness

• Sponsorship for credibility

• 15-second retargeting ads

• Digital remarketing campaigns

Layering formats strengthens campaign impact.

Common Mistakes When Choosing Ad Types

Avoid these errors:

• Choosing 60 seconds when 30 would suffice

• Using infomercials for brand awareness

• Running sponsorships without complementary commercials

• Ignoring audience viewing behavior

• Underestimating production requirements

The format should align with strategy — not just preference.

Which Type Works Best?

There is no universal “best” type of TV ad.

Effectiveness depends on:

• Objective

• Audience

• Budget

• Creative quality

• Placement strategy

For most businesses starting in TV advertising, the 30-second commercial remains the most practical and versatile option.

However, companies with established brands may benefit more from sponsorships or product placements.

Direct-response brands often succeed with infomercials.

Final Thoughts

Television advertising offers multiple formats to meet diverse marketing goals.

From short, high-impact commercials to long-form persuasive infomercials and subtle product placements, each type plays a distinct role.

Understanding these options allows you to build a campaign tailored to your objectives rather than guessing which format to use.

As TV continues to evolve through connected platforms and streaming services, advertisers gain even more flexibility in how they present their brand.

Choosing the right type of TV ad is the foundation of campaign success.