GTC in TV advertising refers to the practice of using a “good ’til canceled” approach when purchasing advertising time on television. This means that the advertiser commits to a certain amount of airtime, typically at a discounted rate, and the ad will continue to run until the advertiser cancels the agreement. This allows for a more cost-effective and consistent presence on television, as opposed to purchasing individual spots at a higher cost. GTC in TV advertising is a popular strategy for businesses looking to establish a long-term presence on television and reach a wider audience.