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What is an underwriting spot?

Underwriting spot

An underwriting spot is an announcement made on a public broadcasting service in return for funding. It’s basically the equivalent of an advert on commercial television. Public-access channels are usually only available on cable TV.

Where have you heard about underwriting spots?

They’re most well known in the US. A company will be given a 15-second underwriting spot for sponsoring a TV show it has a certain affinity with. These spots air each time the programme is shown.

What you need to know about underwriting spots.

Public TV underwriting gives companies the chance to align their brand and products with widely watched non-commercial programmes. Underwriting spots can be tailored to complement specific marketing goals and help ensure underwriters reach their target audience.

An underwriting spot will usually include the name of the underwriter and company slogan as long as it doesn’t feature a call to action, as well as a message of appreciation from either the sponsor or TV station involved.

Find out more about underwriting spots.

Read our definition of underwriting to learn more about the process.

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