In recent years (2020-2023), airing TV commercial spots on a television channel has been inadequate in the Cambodian television industry. There is an additional call to cross live content with advertising spots both on television & digital social media. This refers to the growing demand by audiences and advertisers to broadcast TV programs with commercials on television and social media Facebook page, YouTube channel, and the like. Moreover, the advertisers want TV stations to ensure that their ad in the commercial break of the content is served to their broad target audience. As a result of this driving, some television channels are implementing cross-live platforms for their TV content starting from local content such as concerts, boxing, soccer, entertainment programs, and more. Those television channels also cross-live their bought-license format programs such as The Voice Cambodia, Cambodia Idol, the Wall Song, I Am a Singer, the Mask Singer, The Rapper Cambodia, etc… “Audience now watches our content via other mediums; we have lots of audiences watching our content via online than television.”, said CEO of CBS, Dave Ulmer.
For exclusive TV programs, there is a must to broadcast both on TV and cross-live on digital social media platforms; otherwise, such content will not be sponsored, resulting in a loss of benefits for TV stations as every station runs its business with a source of revenue from content for advertising. Each channel invests lots of money in its operations, human resources ranging from 100 to 300 ppl, and content creation.
Besides all the above, to enhance the efficiency of TV commercial airing experts have drawn some factors to make advertising the most effective. Those include position in the break (PIB), brand tie-in or integration, prime time own slot, time check ads, next segment ads, etc... Few channels are currently offering these types of ads for advertiser following current advertising trends. In some cases, the advertiser will not put their TV commercial in any content in any time slot which has more than 35% of children in the audience size.
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