Final answer:
Spot advertising is the term for commercials where local TV stations directly negotiate with advertisers, allowing for targeted advertising to regional or local audiences. This contrasts with network advertising, which is distributed across all affiliate stations of a network.
Step-by-step explanation:
The term used for local television station commercials in which the various individual stations negotiate directly with the advertisers is Spot advertising. These are adverts that are placed on a specific station to reach a local or regional audience, as opposed to network advertising that is aired across all network-affiliated stations. Spot advertising allows local businesses or advertisers to target a specific market segment by choosing specific times and programming that best reach their desired demographic.
The concept of affiliates refers to local stations that broadcast national network programming, and while they often prioritize network content, these affiliates also air local programming, including news and advertisements, to cater to their local audience's interests. Over the decades, television has evolved from the Golden Age dominated by radio and a few broadcasters to a vast, complex ecosystem including cable, satellite, and specialized channels, all offering unique opportunities for television advertising.