ATL (Above the Line) refers to marketing activity in broad-reach media, aimed primarily at building brand awareness and image and reaching a mass audience. Traditionally this covers television, radio, press and out-of-home (OOH) advertising. Today the term also takes in the internet, as long as the activity is mass and brand-focused: video, display or CTV campaigns. ATL is harder to tie directly to sales than performance activity, so its effect is judged more by reach, awareness and brand recall. (Compare: BTL, TTL)