# Above the line: what it is and how it works · Zorraquino
> Above the line is advertising in conventional mass media, such as television, radio, press or outdoor, aimed at reaching broad audiences.
URL: https://www.zorraquino.com/en/dictionary/branding/above-the-line.html

# Above the line

Above the line is advertising carried in conventional mass media, such as television, radio, press, outdoor or cinema, to reach broad audiences

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It is mainly used to build awareness and brand recall, as it favours reach and frequency over audience precision. Part of the audience exposed falls outside the target, which is accepted in exchange for scale.

The term comes from advertisers’ accounting: activity “above the line” was media advertising that paid the agency a commission, while activity below it was billed as fees. That boundary is blurred today, since much digital advertising combines large reach with targeting, and many campaigns integrate both approaches.

It contrasts with below the line, which focuses on non-mass media and targeted activity; campaigns that combine both are sometimes described as through the line.

Also known as

ATL, mass-media advertising

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Below the line](https://www.zorraquino.com/en/dictionary/branding/below-the-line.html)
- [Media plan](https://www.zorraquino.com/en/dictionary/digital-marketing/media-plan.html)
- [Audience](https://www.zorraquino.com/en/dictionary/advertising/audiencie.html)