Sometimes we have to “tweak” or change a commercial that has already gone to air. We’re still advertising the same product and marketing the same selling points, it’s just a new version of the spot that’s already on TV or online.
If we make a major change, like adding a new voiceover, changing a super or a price point or adding/deleting a scene in the commercial, we call it a “revision”. A new ID code is issued and the commercial title is changed slightly so that stations can tell the difference between the original spot and the new revised spot. When we change the commercial title and ID code we also have to submit for new regulatory approvals because the approval numbers are married to the commercial title and ID code.
However, sometimes the revisions are minor. It could be as simple as adjusting the sound levels, or the audio mix. Or perhaps the colours need adjusting- the reds might be too “red” or the grass in the background is “not green enough”. These are called “technical revisions” or tech-rev’s. In this case, because no part of the message has been changed, we only have to add “TECH REV” to the commercial title, “TR” to the end of the ID code and no regulatory resubmission is necessary.
When changes are rushed and the revised spot has to be on air as quickly as possible, it’s really tempting to call a revision a “tech rev” and avoid all of the extra steps like new titles and ID codes and new regulatory numbers.
But cutting corners is not a good idea. Spots that have been revised to change the message or an important legal detail need to stand out and a new ID code and approvals help make that happen. Those new numbers also help ensure that the old, original spot won’t be aired accidentally in the future.
It’s worth the extra time and effort to make sure that revisions are done properly.
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