September 23, 2010 by Margherita
An often overlooked detail in production is the name of the final spot (or spot code). Simply put – it is everything. A spot code is a spot’s social security number. It identifies the spot and is also unique to the spot. This is especially important when there are many versions of the same basic spot with different inserts.
My professional recommendation is that it should be picked at the onset of the process so it stays with the spot to the very end of its life-cycle. It should follow through ALL the stages: concept, writing, production and traffic. Changing it mid-stream can cause a great deal of confusion and potential mishaps.
I’d also recommend keeping a log of the final spots. Excel is a great tool for this. Your log can be as simple as just the code, the title and the length. Or this can be a wonderful place to include more information. Create a true marketing snapshot by including details like media outlets, creation and air dates, talent names, production resources, etc. The latter, more detailed solution can be especially effective in team environments where several people require access to the information locked behind the spot code.
Take it from someone who has literally spent days donning her Sherlock Holmes persona in an effort to track down or act as a translator for spots desperately wanting to hit the airwaves – you want that spot code. Wait. Scratch that. You NEED that spot code.