The Challenge
Using data from the Keen Platform, we looked at different flight schedules to show the impact of these schedules on net profit.
The Solution
We compared three scenarios of linear TV advertising: always-on, 2-week flighting and 4-week flighting.
The Result
Our study revealed that the 4-week flighting strategy outperformed the 2-week flighting, primarily because the long-term impact of marketing allowed brands to build equity and create more value with consistent activity.
