How to flight the two media

If television and magazines are both being used, should they run in parallel or should they run at different times in order to maximise the time-period which received advertising?

Logically they should run in parallel, because only then will be the creative content of the two media be able to interact and create communication synergy. Moreover theory is supported by hard evidence on this point.

The MMA/MPA analysis “Measuring Magazine Effectiveness” [109, 110] cited previously analysed the weekly flighting of magazines and television at brand level. Brands were grouped into three categories: those where magazines and TV did not overlap in time, those with minimal overlap, and those with substantial overlap. The results proved that the effectiveness of magazine and TV advertising – individually and jointly – rose the greater the degree of overlap in weekly scheduling.

(MMA’s measure of ‘effectiveness’ was defined earlier.)

It can also be noted that for all three degrees of overlap, magazines were more effective than television.