Commercial bumper
Encyclopedia
In broadcasting
, a commercial bumper, ident bumper or break-bumper (often shortened to bump) is a brief announcement, usually two to 15 seconds that can contain a voice over, placed between a pause in the program and its commercial
break, and vice versa. The host, the program announcer or a continuity announcer states the title (if any) of the presentation, the name of the program, and the broadcast
or cable
network, though not necessarily in that order. In Children's TV Networks, they are sometimes called external eyecatches due to the resemblance of internal eyecatches
in anime
and there is usually no voice over, but some bumpers do have a voice over. Bumper music
, often a recurring signature
or theme music
segment, is nearly always featured. Bumpers can vary from simple text to short film
s.
s such as Days of our Lives
and The Young and the Restless
still use mid-show bumpers. Commercial bumpers are still a common feature of radio
. In radio, they are often used during sports broadcasts to ease the transition from play by play to commercial break and back to live action
, as well as notify local stations that they should insert their station identification
and/or commercials, many times using obscure musical selections of the board operator
's choosing. One notable example of commercial bumpers still in use can be found on Cartoon Network's
late night programming block, Adult Swim
, whose extensive bump usage has even spawned its own website. Another example of commercial bumpers in radio was their use in syndicated programming; for instance, the radio countdown programs American Top 40
and American Country Countdown
feature a series of pre-recorded jingles and other outcues to transition to and from commercial breaks.
In the late 1970s and early 1980s, in accordance with then-current FCC regulations that required distinction between programs and commercials, most children's programming bumpers would include the phrase "We'll be [right] back after these messages," except for the bump before the final commercial break, which would usually say, "And now, these messages." In 1984, the FCC significantly relaxed these rules.
and Ireland
, a break-bumper is a brief appearance of a logo before or after advertising
breaks, usually that of the television channel
being watched.
Break-bumpers can either be animated or static, and rarely appear for more than two seconds. They are sometimes branded to advertise a special programme or event that will be broadcast on that channel, for example sports matches.
or internal eyecatches are bumpers used in Japanese anime
.
or station
being watched and/or of the programme's title. However, as the years passed on until the late 2000s, it is replaced by putting a message that the programme will be back after the break which is now more commonly seen on RTM
's TV1 and TV2
, and Media Prima's NTV7
, 8TV
and TV9
. TV3
also uses this but only for sponsored programmes. The 1990s bumper style, however, is sometimes used sparingly.
Since 2003, nearly all of Astro's own satellite television
channels feature break bumpers that are placed before and after breaks. These bumpers consist of the logo of the aforementioned channels, as well as the now and next slide promoting the current programme being watched and the next one. Also, a bumper, based on the subscription information sequence at the ending of the Astro Box Office
promotional trailers from 2003 to 2006, appears in-between commercials and immediately before rejoining back, but not at the beginning of the block of replaced commercials.
used in Japanese anime, with the difference of that being supplied by the network. They usually appear only at the ends of commercial breaks, but sometimes they appear in the beginning of the commercial break as well. They're primary purpose is to alert children that the commercial break is over. There are some with a voice over and some that don't have a voice over.
Often, these eyecatches have a secondary purpose: marketing
. YTV is an example; the purpose of the eyecatches in YTV is to help children learn to identify the network and thus increase brand awareness. Most Children's TV Networks have these bumpers because of the reason above.
Broadcasting
Broadcasting is the distribution of audio and video content to a dispersed audience via any audio visual medium. Receiving parties may include the general public or a relatively large subset of thereof...
, a commercial bumper, ident bumper or break-bumper (often shortened to bump) is a brief announcement, usually two to 15 seconds that can contain a voice over, placed between a pause in the program and its commercial
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
break, and vice versa. The host, the program announcer or a continuity announcer states the title (if any) of the presentation, the name of the program, and the broadcast
Broadcast network
A broadcast network is an organization, such as a corporation or other voluntary association, that provides live television or recorded content, such as movies, newscasts, sports, Public affairs programming, and other television programs for broadcast over a group of radio stations or television...
or cable
Cable television
Cable television is a system of providing television programs to consumers via radio frequency signals transmitted to televisions through coaxial cables or digital light pulses through fixed optical fibers located on the subscriber's property, much like the over-the-air method used in traditional...
network, though not necessarily in that order. In Children's TV Networks, they are sometimes called external eyecatches due to the resemblance of internal eyecatches
Eyecatch
An or internal eyecatch is a scene or illustration used to begin and end a commercial break in a Japanese TV program, especially in anime and tokusatsu shows, similar to how "bumpers" into/out of commercial breaks are used in the United States...
in anime
Anime
is the Japanese abbreviated pronunciation of "animation". The definition sometimes changes depending on the context. In English-speaking countries, the term most commonly refers to Japanese animated cartoons....
and there is usually no voice over, but some bumpers do have a voice over. Bumper music
Bumper music
Bumper music, or a bump, is a term used in the radio broadcasting industry to refer to short clips of signature or theme music used to buffer transitions between programming elements. Bumper music is commonly employed when a syndicated program takes a break for local station identification or...
, often a recurring signature
Signature song
A signature song is the one song that a popular and well-established singer or band is most closely identified with or best known for, even if they have had success with a variety of songs...
or theme music
Theme music
Theme music is a piece that is often written specifically for a radio program, television program, video game or movie, and usually played during the title sequence and/or end credits...
segment, is nearly always featured. Bumpers can vary from simple text to short film
Film
A film, also called a movie or motion picture, is a series of still or moving images. It is produced by recording photographic images with cameras, or by creating images using animation techniques or visual effects...
s.
United States
Most network television shows in the United States (since 1976) no longer use commercial bumpers but some soap operaSoap opera
A soap opera, sometimes called "soap" for short, is an ongoing, episodic work of dramatic fiction presented in serial format on radio or as television programming. The name soap opera stems from the original dramatic serials broadcast on radio that had soap manufacturers, such as Procter & Gamble,...
s such as Days of our Lives
Days of our Lives
Days of our Lives is a long running daytime soap opera broadcast on the NBC television network. It is one of the longest-running scripted television programs in the world, airing nearly every weekday in the United States since November 8, 1965. It has since been syndicated to many countries around...
and The Young and the Restless
The Young and the Restless
The Young and the Restless is an American television soap opera created by William J. Bell and Lee Phillip Bell for CBS. The show is set in a fictional Wisconsin town called Genoa City, which is unlike and unrelated to the real life village of the same name, Genoa City, Wisconsin...
still use mid-show bumpers. Commercial bumpers are still a common feature of radio
Radio
Radio is the transmission of signals through free space by modulation of electromagnetic waves with frequencies below those of visible light. Electromagnetic radiation travels by means of oscillating electromagnetic fields that pass through the air and the vacuum of space...
. In radio, they are often used during sports broadcasts to ease the transition from play by play to commercial break and back to live action
Live action
In filmmaking, video production, and other media, the term live action refers to cinematography, videography not produced using animation...
, as well as notify local stations that they should insert their station identification
Station identification
Station identification is the practice of radio or television stations or networks identifying themselves on air, typically by means of a call sign or brand name...
and/or commercials, many times using obscure musical selections of the board operator
Board operator
A board operator or board op is a particular type of operator at a radio station, television studio, or at a live production such as a theater or concert venue and provides live event support...
's choosing. One notable example of commercial bumpers still in use can be found on Cartoon Network's
Cartoon Network
Cartoon Network is a name of television channels worldwide created by Turner Broadcasting which used to primarily show animated programming. The channel began broadcasting on October 1, 1992 in the United States....
late night programming block, Adult Swim
Adult Swim
Adult Swim is an adult-oriented Cable network that shares channel space with Cartoon Network from 9:00 pm until 6:00 am ET/PT in the United States, and broadcasts in countries such as Australia and New Zealand...
, whose extensive bump usage has even spawned its own website. Another example of commercial bumpers in radio was their use in syndicated programming; for instance, the radio countdown programs American Top 40
American Top 40
American Top 40 is an internationally syndicated, independent radio program created by Casey Kasem, Don Bustany, Tom Rounds and Ron Jacobs. Originally a production of Watermark Inc...
and American Country Countdown
American Country Countdown
American Country Countdown, also known as ACC or American Country Countdown with Kix Brooks, is an internationally syndicated radio program which counts down the top 30 country songs of the previous week, from No. 30 to No. 1, according to the Mediabase country chart...
feature a series of pre-recorded jingles and other outcues to transition to and from commercial breaks.
In the late 1970s and early 1980s, in accordance with then-current FCC regulations that required distinction between programs and commercials, most children's programming bumpers would include the phrase "We'll be [right] back after these messages," except for the bump before the final commercial break, which would usually say, "And now, these messages." In 1984, the FCC significantly relaxed these rules.
United Kingdom
In the United KingdomUnited Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
and Ireland
Republic of Ireland
Ireland , described as the Republic of Ireland , is a sovereign state in Europe occupying approximately five-sixths of the island of the same name. Its capital is Dublin. Ireland, which had a population of 4.58 million in 2011, is a constitutional republic governed as a parliamentary democracy,...
, a break-bumper is a brief appearance of a logo before or after advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
breaks, usually that of the television channel
Television channel
A television channel is a physical or virtual channel over which a television station or television network is distributed. For example, in North America, "channel 2" refers to the broadcast or cable band of 54 to 60 MHz, with carrier frequencies of 55.25 MHz for NTSC analog video and...
being watched.
Break-bumpers can either be animated or static, and rarely appear for more than two seconds. They are sometimes branded to advertise a special programme or event that will be broadcast on that channel, for example sports matches.
Japan
EyecatchesEyecatch
An or internal eyecatch is a scene or illustration used to begin and end a commercial break in a Japanese TV program, especially in anime and tokusatsu shows, similar to how "bumpers" into/out of commercial breaks are used in the United States...
or internal eyecatches are bumpers used in Japanese anime
Anime
is the Japanese abbreviated pronunciation of "animation". The definition sometimes changes depending on the context. In English-speaking countries, the term most commonly refers to Japanese animated cartoons....
.
Malaysia
In the 1990s, commercial bumpers were used by terrestrial television networks. Similar to those in the UK, it is a short appearance of a logo or a slide to remind the viewers the programme watched, which appears before or after breaks. The logo is usually that of the television channelTelevision channel
A television channel is a physical or virtual channel over which a television station or television network is distributed. For example, in North America, "channel 2" refers to the broadcast or cable band of 54 to 60 MHz, with carrier frequencies of 55.25 MHz for NTSC analog video and...
or station
Television station
A television station is a business, organisation or other such as an amateur television operator that transmits content over terrestrial television. A television transmission can be by analog television signals or, more recently, by digital television. Broadcast television systems standards are...
being watched and/or of the programme's title. However, as the years passed on until the late 2000s, it is replaced by putting a message that the programme will be back after the break which is now more commonly seen on RTM
Radio Televisyen Malaysia
The Department of Broadcasting, Malaysia, DBA Radio Televisyen Malaysia , is a Malaysian state-owned public broadcaster. It owns and operates a number of radio and television stations in Malaysia, based in Kuala Lumpur...
's TV1 and TV2
TV2 (Malaysia)
RTM2, also known as TV2 is a television station in Malaysia owned and operated by the Radio Television Malaysia, a division of the Malaysian Government. RTM2 is now broadcasting for 24 hours a day effective January 2006.- History :...
, and Media Prima's NTV7
Ntv7
Natseven TV Sdn Bhd or better known as ntv7 is a terrestrial television channel in Malaysia. It was launched nationwide on 7 April 1998 and was the country's third private free-to-air TV station after TV3 and Astro. Its mission is to promote a happier and more enlightened Malaysia...
, 8TV
8TV (Malaysia)
8TV is a private Malaysian Chinese television station, previously known as MetroVision Channel 8. Metrovision closed on 1 November 1999. 8TV was officially launched on Thursday, 8 January 2004 as 8TV after being acquired by Media Prima Berhad....
and TV9
TV9 (Malaysia)
TV9 is a free-to-air private television station in Malaysia. TV9 began broadcasting on 22 April 2006, as a subsidiary of Media Prima Berhad. It formerly existed as Channel 9, which began airing on 9 September 2003 and ceased transmission on 1 February 2005 due to financial difficulties faced by the...
. TV3
TV3 (Malaysia)
Sistem Televisyen Malaysia Berhad or TV3 began broadcasting on 1 June 1984 as Malaysia’s first commercial television station. It is part of Media Prima Berhad group of companies. It now transmits opened broadcasting business private 24-hours a day, 7 days a week since 1 January 2010...
also uses this but only for sponsored programmes. The 1990s bumper style, however, is sometimes used sparingly.
Since 2003, nearly all of Astro's own satellite television
Satellite television
Satellite television is television programming delivered by the means of communications satellite and received by an outdoor antenna, usually a parabolic mirror generally referred to as a satellite dish, and as far as household usage is concerned, a satellite receiver either in the form of an...
channels feature break bumpers that are placed before and after breaks. These bumpers consist of the logo of the aforementioned channels, as well as the now and next slide promoting the current programme being watched and the next one. Also, a bumper, based on the subscription information sequence at the ending of the Astro Box Office
Astro Box Office
Astro Box Office is a pay-per-view system on the Astro platform in Malaysia. It shows movies and occasionally sporting events.- History :...
promotional trailers from 2003 to 2006, appears in-between commercials and immediately before rejoining back, but not at the beginning of the block of replaced commercials.
In Children's TV Networks
Bumpers or external eyecatches in Children's TV Networks are like the internal eyecatchesEyecatch
An or internal eyecatch is a scene or illustration used to begin and end a commercial break in a Japanese TV program, especially in anime and tokusatsu shows, similar to how "bumpers" into/out of commercial breaks are used in the United States...
used in Japanese anime, with the difference of that being supplied by the network. They usually appear only at the ends of commercial breaks, but sometimes they appear in the beginning of the commercial break as well. They're primary purpose is to alert children that the commercial break is over. There are some with a voice over and some that don't have a voice over.
Often, these eyecatches have a secondary purpose: marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
. YTV is an example; the purpose of the eyecatches in YTV is to help children learn to identify the network and thus increase brand awareness. Most Children's TV Networks have these bumpers because of the reason above.