How to schedule TV: exploit learning from hard data

Jayne Z Spittler and Simon Broadbent

This article describes a systematic approach to scheduling on the basis of modelled brand data of a collection of 113 grocery advertising case histories from eight countries, covering over 16 categories.

How to Schedule TV: Exploit Learning from Hard Data

Simon Broadbent, BrandCon Limited and Jayne Spittler, Starcom Worldwide, describe a systematic approach to scheduling, based on the use of modelled brand data

At first sight, the debate about how to schedule TV seems to be only about bars on a media plan. How many TRPs in each week? Should they be in flights or bursts? Or should the schedule be as continuous as affordable, which recency theory suggests? Or is there a better pattern, matched to the brand situation and communication objectives?

However, the scheduling exercise is...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands