At this time of the year, business " winds down " " go on holidays" "closes for the festive season" . However media does not go on holidays nor does it sleep. This means that if you take your eye off the media game for 2 weeks or more a lot is still happening in media. Such as seasonal buying opportunities, short term incentives, premium positioning, value add and promotions. The Christmas New Year period is more than retail sales advertising and filler airtime /space just because some of it is unsold. Audiences do listen, watch , read and interact with media despite the common myth that consumers switch off and don't use media to the same extent over this holiday period. If your media practices , surveillance and auditing also takes a break that means that your media is churning away without supervision.
Don't be distracted by the myths of yesteryear, maintain vigilance over your media operations. You will reap additional rewards. If your media policy, media strategy, media planning and media buying are going on holidays, think again, talk to an independent media professional about how you can benefit at this time of the year.