Media Scheduling: Continuity vs. Flighting
Mi hui Pak
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...