Media scheduling: Continuity vs. Flighting

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of media scheduling, comparing the pros and cons of continuity (straight-through) advertising with flighting (bursting) advertising.

Media Scheduling: Continuity vs. Flighting

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Definitions

Continuity (sometimes called straight-through advertising): A method of scheduling advertising at regular intervals over the year. Many patterns are possible, from advertising once each day of the year to once a month. Typically, a continuity advertiser is on air every week (Sissors & Baron, 2010).

Flighting(sometimes called bursting): A method of scheduling advertising for a period of time, followed by a hiatus period of no advertising, followed by a resumption of advertising. Advertising done once a month might be called flighting. Most often, however, flighting patterns are...

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