Seasonal Media Strategy

Seasonal media in Australia as in other markets generally means that one time period is expensive and then no body watches ,listens or reads the media. This myth has been around for decades and it needs some clarity. In Australia the media rates and audiences are at a premium leading up to 25th December. Then the myth says that from 25th December to the first week of February audiences desert the media and the audiences fall away. This myth relates to all media. However a keen media strategist will take note the rates in the Post Christmas /January period are very negotiable, that in fact audiences do not drop away significantly and the annual holiday makers in January do watch TV, do listen to radio, do read newspapers and magazines and do spend time online. A good media strategist will take advantage of the January time and space to build sales volumes, share of voice and share of market. By taking advantage of generous rate and concession negotiations, brands and services can gain the upper hand over the competition and gain valuable impact at the expense of those that believe seasonal media is an audience wasteland. If your media strategy excludes some 6 weeks of the year, then think again. 11% of the year out of sight, is certainly out of mind.