Television remains one of the most effective advertising media. Due to its capability to communicate advertising information to the target customers' audience, it has a great demand from the advertisers. In addition, television has such strong communication tools as sound, color and motion picture.

However, the key part in the television advertising, besides all the above listed benefits, plays the timing of the television ads broadcasting in the TV listings. In order to put together the TV listings effectively, every TV Company has to know its viewers' audience well. Composting TV listings requires a special approach, since it is a matter of great importance for the advertisers. We need to remember that television is nothing but a way to communicate advertising information to the target audience, when programs and shows are only tools to communicate it. Entertaining shows attract viewers and high ratings attract advertisers. Although, it is not enough to broadcast high rating programs, TV stations need to place them properly in their TV listings.

Many advertisers do not buy advertising time in those programs; they rather buy it in the channels' TV listings prime time. Prime time is the time when a TV station attracts most part of its target viewers' audience. In the US the prime time is from 20.00-23.00 Mon-Sat and 19.00-23.00 on Sunday. It mostly depends on when the viewers have their free time. Moreover, whether they will watch this particular channel and its advertising depends on the channel's TV listings. Usually, during the prime time they show high rating programs, able to attract the largest audience. However, the key parts are the programs, which the station shows in the time before the prime time. It is Mon-Sat 19.30-20.00. Programs broadcasted during this time, gather and keep viewers audience till the prime time.

There is also the day fail time in the TV listings. This TV advertising time is the cheapest one, when the prime time is the most expensive one.

There are several ways to place television ads in the channels' TV listings. Many channels make offers to buy their advertising time in a package. These packages include both: the prime and the fail advertising time. The price for such package time is cheaper, than if you buy it without a package. Some advertisers want their ads to be connected to some specific shows or programs and to their main thematic. Certainly, composing TV listings, in this case, becomes a very important thing. In addition, all advertisers want their ads to be broadcasted as far as possible from their competitors' ads. They even do not want those ads to be in the same advertising block, nevertheless, it is not always possible. Most TV stations guarantee that competing brands' ads will be separated at least by some considerable period of time.

Thus, we can see that TV listings have a great importance for both: attracting TV viewers and advertisers. The better and more saturated channel's TV listings are, the more attractive it will be for viewers and for the placing of television advertising by the companies.