How to Properly Account for Seasonality in Your Local Media Mix


Choosing the right medium for your local media dollars and properly accounting for Seasonality will result in gaining the right eyes and ears at the right time.

Most businesses are smart enough to know certain products sell better at specific times of the year. Businesses account for this in various ways.  In fact, when looking at an advertising flow chart, you will notice flighting is often adjusted to account for changes in seasonality and creative revisions.

However, while local businesses may change creative direction when they’re on the air or what they’re advertising, they sometimes miss and important step of the process by forgetting to adjust their local media mix too.  Remember, the “what” is just as important a the “where.”  There are specific mediums that tend to work better at certain times of the year than others.

Notable seasonality considerations include, recognizing when it is more advantageous to shift dollars from TV to Outdoor or when to run Traffic Sponsorships, as opposed to, being on movie screens or in print. While having a healthy advertising mix across various mediums is important, changing the investment levels to mirror viewership and listening patterns will provide a more effective allocation of funds and provide a better return on investment.

For example, summer months are a great time to consider heaving up on your investment in Outdoor and your involvement in local events. As the weather warms up and kids are out of school, the number of families on the road increases dramatically. People are also more likely to socialize outside of the home during the summer months.

Conversely, if more activity is taking place outside the home, TV usage is less. Consider running very low, focused TV levels or taking weeks of hiatus.

Television is at its best when programming is new, fresh, or capitalizing on a popular series or show. This is most often the case in the Spring and Fall.  Another great idea would be to take advantage of “sweeps” viewing, which occurs in February, May, July and November.

Knowing what advertising vehicles work best for your message is a great first step, but the next step is even more important. Once your local media mix is decided, do not simply apply the same strategy to the entire year.

Remember to consider how Seasonality will affect your mix and always properly adjust or shift levels to account for the ever changing habits of your customer.

Leslie Kill

About Leslie Kill

Leslie is an Associate Media Director at Sheehy+Associates, a regional advertising, marketing and media agency. She has been entrenched in media for a little over 10 years, allowing her the privilege to work with clients and in markets big, small and many places in between.

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