Above the Line (ATL)

Above the line refers to broad, mass-reach advertising, TV commercials, radio ads, print ads in national publications, and billboards, aimed at a wide general audience rather than a specific targeted group. The term comes from how ad agencies historically separated media costs on budget sheets. ATL channels prioritize awareness and brand recognition over direct, measurable responses.

Why it matters

Most small businesses won't run ATL campaigns because the costs are high and the targeting is too broad to be efficient at a small scale. You'll encounter the term when reading marketing content, working with an agency, or comparing your strategy to how larger competitors spend their budgets.

What Above the Line (ATL) is not

ATL does not mean 'better' or more professional than other marketing approaches, for most small businesses, targeted and lower-cost methods will outperform it. It is not a catch-all term for any marketing effort; it specifically refers to mass, non-targeted media channels.

Where this shows up

• Agency proposals and media plans
• Marketing budget breakdowns
• Brand strategy documents
• Industry articles comparing ad channel types

Related terms

• Below the Line (BTL) the counterpart — targeted, direct marketing tactics like email, flyers, or in-store promotions, typically more relevant and affordable for small businesses
• Through the Line (TTL) a blended approach that combines both ATL and BTL strategies within a single campaign
• Brand Awareness the primary goal ATL advertising is designed to build at scale