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Television advertising involves two main tasks: creating a television advertisement that meets broadcast standards and then, placing the advertisement on television via a targeted air time media buy that reaches the desired customer.

To accomplish the first step means different things in different parts of the world depending on the regulation in place.

By using animated characters, an advertisement may have a certain appeal that is difficult to achieve with actors or mere product displays.

Animation also protects the advertisement from changes in fashion that would date it.

An advertisement film (variously called a television commercial, commercial or ad in American English, and known in British English as a TV advert or simply an advert) is a span of television programming produced and paid for by an organization, which conveys a message, typically to market a product or service.

Advertisers and marketeers may refer to television commercials as TVCs.

For this reason, an animated advertisement (or a series of such advertisements) can be very long-running, several decades in many instances.

Notable examples are the series of advertisements for Kellogg's cereals, starring Snap, Crackle and Pop and also Tony the Tiger. Animated advertisements can achieve lasting popularity. In any popular vote for the most memorable television advertisements in the UK, such as on ITV the top positions in the list invariably include animations, such as the classic Smash and Creature Comforts advertisements.

It started in the late 1980s as a simple comparison advertisement, where a room full of battery-operated bunnies was seen pounding their drums, all slowing down except one, with the Energizer battery.

The clearance provides guarantee to the broadcasters that the content of the advertisement meets legal guidelines.

Because of this, special extended clearance sometimes applies to food and medical products as well as gambling advertisements.

The announcement for Bulova watches, for which the company paid anywhere from .00 to .00 (reports vary), displayed a WNBT test pattern modified to look like a clock with the hands showing the time.

The Bulova logo, with the phrase "Bulova Watch Time", appeared in the lower right-hand quadrant of the test pattern while the second hand swept around the dial for one minute.