Media Definitions

Choose the appropriate medium based on your entry. Multiple media combined in one category fall under campaigns, while single media will be listed separately. The lists under each division and category will show all media available for that category (see Division and Category List).

Please note: The following are available individually in some categories but not all. If your medium isn’t an available option, enter it in “All Other Media”

This chart and the descriptions below should help you decide which medium is appropriate:

Campaign – Marketing communications or promotions unified by a common theme or goal, containing a minimum of two, but not more than five different media. For example, a combination of a TV Spot, Direct Mail and online ad; OR Radio spot, Web site, print ad, podcast and email. If your campaign had more than five elements, submit your best five examples. Optional: You may include a one-page text listing of the additional elements (thumbnail pictures of the additional elements are allowed on the one-page text). 

Bug, Bumper, Stinger or ID – A short-form promo or other content of any length less than 15 seconds. Does not include 15, 30 or 60-second TV Spots (see TV Spot/Promo) or any long-form media (see Interstitial or Infomercials).

Direct Mail – Any marketing materials mailed or shipped directly to the consumer or affiliate, either by traditional mail services or electronically (email), designed to inform or solicit a call-to-action. Entries may include packages or sets of various media, as long as the package is not intended for “turn-key” affiliate use. (See Kit).

Events and Trade Show Booths – “Live” marketing with which the audience directly interacts. May include, but is not limited to, any kind of participatory events, hospitality, trade show booths, kiosks, interactive presentations and performances, or other experiential marketing.

Guerilla Marketing – Unconventional promotional tactics typically executed with low budget and a high creativity and imagination. It often targets consumers with unexpected communication approaches in equally unexpected situations, making the product memorable by generating positive word-of-mouth and/or viral buzz.

Infomercial – A long-form promo or video-based presentation, which presents in-depth product information in an actual or perceived attempt to persuade the viewer to a point of view, build understanding of, and/or sell the product. Does not include 15, 30 or 60-second TV Spots (see TV Spot/Promo)

Interstitial – A long-form promo, trailer, special video content or “extra” of any length longer than 60 seconds. Does not include 15, 30 or 60-second TV Spots (see TV Spot/Promo) or any media shorter than 15 seconds (see Bug, Bumper, Stinger and ID).

Kit – Any collection of materials delivered as a “turn-key” package and designed to be used by the recipient to market a network, program, feature or service, with or without customization. The kit may include, but is not limited to, a cover letter, TV spots, collateral materials, premiums, fact sheets, logos, press releases, photographs and other media. Other packaged materials designed primarily as information for the recipient should be entered as Direct Mail (see Direct Mail).

Magazine – Print or e-zines devoted to marketing communications and distributed to consumers, affiliates, or internal staff.

Online Media – Marketing communications or promotions delivered over the Internet. May include Web sites, microsites, banner ads, skyscraper ads, medallion ads, other rich media, podcasts, games, blogs, vlogs, mobile, viral videos, broadband video shorts, and other digital advertising or promotions. Does NOT include email.

Out of Home – Any marketing appearing outside the home, including but not limited to, billboards, LED panels, transit media and other similar marketing.   

Premium – Specially designed marketing and promotional support materials. These may include tchotchkeys, giveaways, prizes, gifts, knick-knacks and other similar media.

Print Ad – Magazine and/or newspaper advertising, or print inserts delivered in magazines or newspapers.

Radio – Short-form radio commercials or promotions, usually of 15, 30, or 60-seconds in duration.

Retail Outlet Display – End-cap displays, signage and other promotional media of any type placed in retail outlets.

Sweepstakes – (Defined for the purpose of this competition), a sweepstakes is a medium that supports the marketing objectives, and should be entered as such in the appropriate category.

TV Spot/Promo – Typically, 15, 30 or 60-second TV spots, promos, or other short-form media. Does not include any media longer than 60 seconds (see Interstitial or Infomercial) or shorter than 15 seconds (see Bug, Bumper, Stinger or ID).

Video – Longer-form video media produced to educate and inform target audiences or network affiliates of programming or marketing campaigns. Includes video developed to support ad sales efforts, upfront presentations, and cable Television Critics Association (TCA) Tour presentations.

Video-On-Demand – Any marketing promotion, extra or other marketing content produced exclusively for viewing on the cable On Demand platform. 

All Other Media – Any medium not included separately in the list of eligible media under the category.