Above-the-Line 2
Definition
Denoting advertising expenditure on mass media advertising, including press, television, radio, and posters. It is traditionally defined as all advertising on which an agency would charge commission (as opposed to a flat fee).
Example
Example 1:
When MTN Nigeria runs TV commercials and radio jingles to promote a new data plan, that spending is classified as above-the-line advertising mass media campaigns where agencies charge commission.
Example 2:
When Coca-Cola spends millions on Super Bowl TV ads and billboard campaigns across America, that is classic above-the-line advertising, wide-reaching, commission-based, and highly visible.