Top and tail, also known as bookending, refers to a technique in television or radio advertising where the same advertisement is aired at the beginning (top) and end (tail) of a program or segment. The ad is strategically placed to create a memorable and impactful presence at the start and conclusion of the content.

Significance and Usage Top and Tail

The top and tail technique is employed to maximize the exposure and retention of an advertisement by positioning it in key moments of a program. By placing the same ad at the beginning and end, advertisers aim to create brand recall, reinforce their message, and leave a lasting impression on the viewers or listeners. Top and tail can be particularly effective when used in programming with high viewership or during specific events.

Example of Top and Tail

An example of top and tail is when a radio station plays the same advertisement at the beginning and end of a popular morning show. The advertisement may include a catchy jingle, a memorable tagline, or a strong call to action. By bookending the show with the same ad, the advertiser aims to capture the attention of listeners at the start and end of their listening experience.