What we know about scheduling TV ads

This article provides marketers with information and guidance about scheduling TV ads.

There is much debate about the optimum TV schedule. The type of campaign – brand (or product) led, emotional or functional – is often the determining factor in TV scheduling. Continuity, flighting and bursts are among the most common approaches.


Continuity: Advertising runs steadily with little variation over a campaign period

Flighting: Intermittent periods of advertising, alternating with shorter periods of no advertising

Burst (pulse): Heavy bursts of advertising during key selling periods, combined with a low level of advertising all year round

Recency planning: Continuous advertising based on the idea that people purchase all year

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