Television

TV Logo Placement

The Ad Council logo should be placed in the lower left-hand corner on all PSAs. Additionally, the logo should be placed on a transparent layer to ensure proper display.

Positioning With Other Logos

The sponsor organization’s logo should be placed in the lower right-hand corner. The two logos should be separated with the maximum available distance between them.

All logos must be clearly legible. The Ad Council logo must be no smaller than 100% of the sponsor organization’s logo size and must remain on-screen for at least:

• 5 seconds in :60, :30, :25/:05, and :20 spots
• 3 seconds in :15 and :10 spots

PLEASE NOTE: In some cases, if the sponsor logo is not legible in relation to the Ad Council logo, the sponsor logo size may be increased accordingly.

Phone numbers and URLs must be clearly legible and must remain on-screen for at least:

• 5 seconds in :60, :30, and :20 spots
• 3 seconds in :15 and :10 spots

Additionally, placement of a TTY/TDD number may be facilitated within the closed captioning of the PSA. Please refer to the TTY/TDD section for an explanation and specific guidelines. NOTE: TTY/TDD is not required.

Not all campaigns require localized or co-branded content. Please confirm with your Ad Council campaign manager whether localization is needed for your campaign before building additional versions.

When applicable, the Ad Council logo and sponsor logo should be included within the body of the :25, :55, or :15 spot, if not included in the local tag.

• Create a :25/:05 and/or :55/:05 and/or :15/:05 version of the PSA.
• If music is used in the body of the spot, please extend it to the end of the tag.
• If a custom background is used in the body of the spot, please extend it for the 5 seconds at the end of the tag.
• Do not include the national call to action or national end frame in the body of the spot.

Example of Localizations & Brandable Content

:25/:05 Localization

To localize a spot, please insert your local message and/or logo in the :05 tag. As noted earlier, the local phone number or web address must remain on-screen for a full 5 seconds or longer. See the example.

Below are video spec requirements and other notable details for all broadcast deliverables.

1. File Delivery Requirements
You must submit three groups of files per spot:

HD Master:

• Apple ProRes 422 QuickTime (.mov)
• 16:9 (1920x1080 minimum)
• Square pixel ratio
• Native framerate (23.98 fps preferred)
• 4:3 center-cut protected
• Stereo, 48 kHz
• Files should be slated with the spot’s name, length, sponsor, and agency name.

NOTE: The Ad Council logo should be the leftmost logo when placed among other logos, and all text/logos must be 4:3 center-cut protected.

HD generic “clean” version:

• Same specs as above
• No logos or text overlays
• Specially designed graphic treatments and animations may remain
• Files should be slated

NOTE: This requirement does not apply to Movie or Special Partnership spots.

Split audio tracks:

• WAV, AIFF, or MP3 files
• Stereo, 48.000 kHz sample rate
• Export each audio layer as a 2-channel file
• Filenames should specify the layer’s content

Example:
PSA_30sec_Dialog.wav
PSA_30sec_SFX.wav
PSA_30sec_Music.wav
PSA_30sec_Narration.wav



2. Audio Requirements

• Audio levels must adhere to -24 LKFS (+/- 2) per FCC CALM Act regulations.
• Final audio mix must be stereo (not dual mono).
• To ensure proper Nielsen tracking, spots must include voiceover, percussive sounds, or prominent sound effects.
• Silent spots or those featuring only soft instrumentals may not be detectable.
• Please submit any music or sound licenses obtained for each piece of content.

3. 4:3 Center-Cut Protection
HD spots must be 4:3 center-cut protected. Creative should be full-frame, not letterboxed or pillarboxed.

• All important graphics and text must fall within the 4:3 center-cut area. This ensures key information is preserved if HD spots are down-converted to SD or adapted for social formats.

4. Scripts & Expiration Forms
Each spot must include an as-recorded script and expiration date.

• Filenames should specify the layer’s content
• Specify title, length, Ad-ID code, production date, and expiration date.
• The Ad Council will generate and provide Ad-IDs. Please do not contact Ad-ID directly.
• Scripts must be submitted as Word documents and must match final audio for closed captioning.
• Clearance usage must be specified.
• All line items and checkboxes must be completed on the expiration date form.
• Forms must be signed by both the Agency and Ad Council Campaign Manager.

5. Logos, Supers & Calls to Action

Broadcast video spec questions?

Please contact:
Sam Dawson at sdawson@adcouncil.org
Kelly McBride at kmcbride@adcouncil.org

Accessibility refers to how easily people with varying visual, hearing, motor, and cognitive abilities can access media. The Ad Council is committed to incorporating WCAG 2 best practices across all creative whenever possible.

Key Accessibility Considerations

1. Color & Contrast

• Do not rely on color alone to convey meaning.
• Ensure sufficient contrast (minimum 4.5:1).
• Use free Adobe contrast-checking tools as needed.

2. Readability

• Text must be large enough and remain on screen long enough to be read.
• Average reading speed: ~185 words per minute (6th-grade level).

3. Flashing Content

• Content should not flash more than 3 times per second.
• Excessive flashing may trigger seizures or migraines.

4. Audio Descriptions (Optional)

• Provide context when on-screen visuals are not described in audio.
• Not required by the Ad Council, but a recommended way to make creative more inclusive and accessible.
• Adds at least one week to the distribution prep schedule.
• Not necessary if visuals are already clearly described via narration.
• Not all broadcast stations currently support audio descriptions.

What Is a TTY?

A TTY (teletypewriter), also known as a TDD, enables text-based telephone communication for individuals who are deaf or have speech impairments. The TTY has 4 million users nationwide. Three million of these users are hearing-impaired, and the other 1 million have severe speech impairments.

Including a TTY/TDD Number in TV Spots

• Indicate the TTY/TDD number in bold on the script.
• The number will appear in closed captioning, typically in the end frame.
• Notify the broadcast manager to ensure inclusion.

Including a TTY/TDD number is encouraged but not required.

How MRCs Work

Message Relay Centers (MRCs) allow hearing and deaf users to communicate with one another, even if only one party has a TTY. A hearing caller dials their state relay center or local MRC number (voice or TTY). An operator then places the call using a TTY and relays the conversation by typing the hearing caller’s message and reading the TTY user’s response aloud. The process works in both directions, allowing deaf callers to reach hearing parties as well.

Why MRCs Matter

MRCs remove communication barriers by allowing TTY users to connect with any phone, anywhere, at any time. This access expands everyday communication and opens the door to essential services and information that would otherwise be out of reach.