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In the decision between flighting or continuity, continuity wins every time, contends Erwin Ephron, a partner at the marketing consultancy Ephron, Papazian & Ephron, and a proponent of continual frequency media scheduling.

The reason, he says, is because the reach curve flattens at higher gross rating point levels.

Thus, a brand can be advertised for more weeks.

In the hypothetical example below, reducing GRPs by one-third, from 100 to 67, reduces reach by only one-fifth, from 50 to 40.

With fewer dollars needed to buy those GRPs per week, a marketer can stay in media for a longer time.

"You can achieve a greater total effect by reducing the weight and running more weeks," he says.

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