As shown in the chart, crew salaries and benefits account for the largest proportion of below-the-line costs, followed by equipment rental and maintenance, and location fees and permits. Regulations like GDPR and CCPA impose strict requirements on consumer data collection and use. Businesses must invest in robust data governance frameworks to mitigate these risks while maintaining campaign effectiveness. Additionally, the scalability of BTL efforts can be limited, as these campaigns often require more manual oversight and customization than ATL initiatives.

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Businesses should adopt budgeting practices for ATL costs that allow them to allocate resources efficiently while still achieving their financial objectives. A flexible budgeting approach can help organizations adjust their spending based on the changing market conditions and business performance. Lessons from high-profile productions demonstrate why meticulous planning and balanced allocation between ATL and BTL costs remain crucial for project success. Understanding the difference between above-the-line and below-the-line expenses is vital to avoid costly oversights and effectively break down film costs at every stage. Above-the-line costs represent the creative nucleus of film production, encompassing the key players who shape a project’s artistic vision from its inception. The terms “above-the-line” and “below-the-line” costs in filmmaking originated in the studio system of the 1950s when budget sheets had a line separating these costs.

As a result, founders and finance controllers can identify areas for cost reductions or heavy investment. Events like asset write-downs, legal settlements, or unexpected interest rate fluctuations can lead to sudden spikes in your BTL expenses. As a startup founder, you should prepare for this volatility and have strategies in place to manage it effectively. Above-the-line costs tend to vary more over the short term than below-the-line costs.

The strategic purpose of ATL marketing is to build brand awareness and establish a strong market presence. Companies allocate substantial budgets to these activities, as they can significantly influence consumer perceptions and drive sales. For instance, a multinational corporation launching a new product might invest heavily in a television advertising campaign to ensure widespread visibility.

Companies rely on market research and predictive analytics to estimate potential brand equity and sales uplift, justifying these expenditures. Advanced budgeting techniques, such as zero-based budgeting or activity-based costing, align projections with strategic goals. In regulatory compliance, differentiating ATL and BTL expenses is necessary for jurisdictions with specific advertising tax regulations. “Above the line cost” has different meanings, depending on the industry and company. Nike Inc. reported $8.55 billion in sales in its third quarter of fiscal year 2017. Therefore, Nike’s above-the-line costs for the quarter were $4.87 billion, which the company labels Cost of Sales on its income statement.

Gross Income : Formula & Examples

• This has a direct impact on gross profit, which in turn is monitored to ensure it can cover the operating cost of the business.
• This approach is effective for brand-building where visibility and recognition are paramount.
• Whether it’s purchasing finance software or paying for one-off employee training, effectively managing BTL costs helps your business succeed.
• It’s often confusing to differentiate between “above the line” and “below the line” items — terms that come up frequently in discussions around budgeting, accounting, and taxes.

Everything above it relates to revenue generation and direct costs, while everything below it relates to operating expenses, financing, and profitability. Above-the-line costs are the costs incurred by a business to make the product it sells or to offer its support. For assembling type businesses, above-the-line costs are any costs deducted to show up at gross profit, to be specific the cost of goods sold (COGS).

For ATL campaigns, the rising cost of traditional media channels creates barriers for smaller businesses. Additionally, media above the line costs fragmentation dilutes effectiveness, as audiences are spread across numerous platforms. This requires sophisticated media planning, including programmatic advertising, to ensure optimal reach. Advertising trends for 2024 reveal a convergence of ATL and BTL strategies, driven by technology and shifting consumer behavior.

After gross profit on the income statement there is a line, followed by itemized operating expenses. (These are “below-the-line” expenses.) Companies that provide services display sales and expenses on their income statements. Anything above the operating income line are what would be referred to as “above-the-line” costs. However, these income or expenses are not repeated, nor it affects the revenue or profit of the company. Above the Line tells about income and expenses that are related tis profit or income separated from other expenses. However, these income or expenses are not repeated, nor does it affect the company’s revenue or profit.

The FMS Administrative Surcharge is calculated based on line (8) Net Estimated Cost. Above the line can actually mean two related but slightly different things when applied to filmmaking. We’ll cover both of these meanings and the differences when talking about above the line vs below the line.

• This in contrast to operating costs which usually include costs like office supplies, management, and departments considered to be cost centers like HR and accounting.
• Because ATL expenses are directly related to ongoing operations, they follow a regular pattern and are easier to budget for.
• ATL expenses would include data storage and bandwidth costs, advertising fees, and salaries.
• These terms are key to budgeting strategies, influencing how resources are allocated across various promotional channels.

How are cost of goods sold and cost of sales different?

From the initial story rights acquisition through post-production color grading, this cost categorization shapes how resources are allocated, timelines are structured, and creative decisions are made. Above that line on the income statement, typically, are sales and COGS (cost of goods sold) or COS (cost of sales or cost of services). Above the Line and Below the Line is a jargon we use to manage the resources available in the company to deliver a surplus result. Above the Line tells about income and expenses related to a company’s normal operations. They are the sales cost of goods sold (COGS), cost of sales, and cost of services (COS).

The effectiveness of such campaigns is measured through metrics like reach, frequency, and gross rating points (GRPs), which assess the campaign’s penetration and impact. All expenses before operating income are considered above-the-line costs for Expedia, including the cost of revenue and selling and marketing expenses, among others. As an example, Nike Inc. reported $37.4 billion in sales in the year ending May 31, 2021.

After gross profit on the income statement, there is a line, followed by itemized operating expenses, as well as other expenses such as interest and taxes. Above-the-line costs are the costs incurred by a business to make the product it sells or to provide its service. Above-the-line costs are determined differently for manufacturing and service businesses. For manufacturing-type businesses, above-the-line costs are any costs deducted to arrive at gross profit, namely the cost of goods sold (COGS). Every business leader has seen an income statement, but not everyone fully understands the power of ‘the line’—the dividing point between revenue and costs that dictates how profitability is managed.

From blockbusters to indie gems, this meticulous process transforms screenplay into organized magic, ensuring every prop, costume, and special effect gets its moment to shine. Every finance department knows how tedious building a budget and forecast can be. Integrating cash flow forecasts with real-time data and up-to-date budgets is a powerful tool that makes forecasting cash easier, more efficient, and shifts the focus to cash analytics. In an entrepreneurial world brimming with challenges, every bit of clarity helps.

Payment services are provided by Community Federal Savings Bank and Column National Association, to which Nium, Inc. acts as a service provider. Check out our “Making It” series to see how above and below the line crew members work together on a production. Below the line crew members can be swapped out part way through a production, e.g. a PA working for just a couple of days on set, or a grip involved in only part of a production.