above the line
Mass-media advertising aimed at a broad audience, such as television, radio, print and outdoor, as opposed to targeted tactics.
Definition
Above the line, often shortened to ATL, refers to advertising through broad channels that reach many people at once, for example television, radio, newspapers and billboards. It is traditionally associated with brand awareness. The opposite term is below the line. The boundary is blurry in the digital age, so many marketers now speak simply about channels and objectives. If someone uses the term, check which channels they mean and what outcome they are trying to achieve. Its reach can be large, but measuring direct response is harder, so agree beforehand how you will judge whether the spend was worthwhile.
In a sentence
The brand's above-the-line spend focused on television and outdoor.
Their plan balanced above-the-line awareness with direct response.
