Media planners utilize spot TV purchases because of the high cost of national ad time and because 75 to 80 percent of prime-time slots are sold during the spring, shortly after they go on the market.

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Spot TV purchases are used due to the high cost of national ad time and the fact that a majority of prime-time slots are sold during the spring, making it difficult to secure national ad time.

Media Planners Utilize Spot TV Purchases Because of the High