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What is a clock number?

Ad clock numbers

Find out what clock numbers mean and how they’re allocated

A clock number is a unique alphanumeric identification number. It identifies an advertisement and its creators or source (usually an advertising agency).

The number is used from when we clear and ad, right through to when the ad is transmitted — and subsequent reporting.

What a clock number means

A clock number consists of several groups of letters or numbers. Each group provides a piece of information.

Here’s what each group of characters means:

  • Agency code (3 letters)
  • Client code (2 letters)
  • Product code (2 letters)
  • Unique ID (3 numbers)
  • Duration (3 numbers)

The clock number always contains two forward slashes, and should be entered in this format: DIR/CORP001/030

Who creates clock numbers?

Agencies or advertisers are responsible for making up the clock number, but we allocate the agency code in the clock number.

Related information: