Commercials are scheduled to run during the commercial breaks on television. The timing pattern is called flight. The timing pattern includes the intervals where the commercials are shown separated by intervals when there is no display of the prospective ad. This timing pattern is called flight.
Use of Flight:
• Display the ads on important times when they are likely to have the maximum impact on the target population
• Decreases the cost of displaying the ads on all times
• In case low budget, the advertiser may choose alternative means of communication like newspapers
Nowadays the term “flight” is also used in social media. It refers to the time period of a social media marketing campaign.