I've always assumed ad positioning was a simple art - If you're selling a book then show the ad either side of a book review show. Target a show your audience watches and get into the eyes of your new customers.
However, I was ill-informed. Not only do you need to target those shows, but you must bear in mind how your product will be seen in light of actions that happened during the show. Eg, Have a great ad bragging about how good the new BMW M3 is, after a show of Top Gear slate it as the worst M3 ever built? That's wasted effort, and money.
So who checks this stuff? I haven't researched so I don't know. I'm guessing a junior or intern. Or, maybe shows come with notes specifically for advertisers, specifying "Not suitable for vegan products" etc. Maybe the agencies that buy up space check themselves.
If you're any wiser, let me know by leaving a comment.
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