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

Key insights

1. DVRs are still having relatively little effect on the timing of TV ad exposures

The widespread use of digital video recorders (DVRs) has had relatively little effect on the timing of ad exposures. Although around half of broadcast primetime is time-shifted, very little is shifted by more than three days. Sports and reality programmes are most likely to be viewed live.