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TERM
Continuous Media Pattern Strategy
Media evenly scheduled across the period.
Definition
A continuous pattern spreads media weight steadily week to week without dark weeks.
How to Calculate
Allocate GRPs or impressions at a constant level each week.
Why it Matters
Maintains awareness for frequently purchased goods.
Key Advantages
Simple to manage and avoids dips.
Example
Run 50 GRPs every week for 13 weeks.
Use it to
Evaluate whether a continuous schedule maintains baseline awareness and sales more effectively than flighted patterns. Compare like-for-like GRPs and read stability of sales or share to decide if continuity reduces post-campaign decay.
