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Which TV flighting pattern works best?

  
 

 

  
  Continuity vs pulsing  
  As a general rule across fast moving and impulse consumer brands extend campaigns and pulse, rather than run short bursts of activity  
     
  Example: Media flighting strategies  
     
 
Sales index change for 500 GRPs deployed across four flighting strategies
   
Assumes pricing and marketing activities remain constant
 
     
Decomposition - FMCG Brand
     
Index 119 - Extended burst
     
Index 121 - Pulsing
     
Index 124 - Continuity
     
     
     
 
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