Half-year booking periods for the TV advertising market
Swiss TV advertising agencies have agreed to reduce the number of booking periods from three (first half of the year, summer, and fall/winter) to two. The decision is already in effect for the 2007 advertising year.
The Swiss TV marketers have agreed to reduce the booking periods from the previous three (1st half-year, summer and fall/winter) to two new booking periods. The decision already applies to the 2007 advertising year, which is now divided into two half-yearly booking periods. The decision was made after the national standardization of the three planning periods for 2006. The reduction in booking periods will lead to a simplification in the handling of TV advertising campaigns, the three marketing companies Cinecom, IP Multimedia and Publisuisse announced in a joint press release on Tuesday. Campaigns for the second half of the year can now be booked as early as the end of April. The new regulation is in response to a long-standing request from advertising clients and media agencies.
