Well, this is probably the time when we can check if the above is correct or if we have been foolished by our desire. This the time of the year when next year budget are deployed and bigger media choice discussed: this is strategy time.
It's interesting to see the gap between the development of the strategy for the advertisers and the development of the programming for the editors and publisher of the main media.
In this Ad Age article, the Unilever Media VP, Laura Klauberg, says that's going to be tough to negotiate right now with no clear mind on the need from a programming point of view. And she is lucky enough if the TV sales houses know which programs they are going to broadcast.
It seems to me that advertisers need to be strategic while media tend to be tactical and to unveil their programs at the very last minute. This is true in Italy, where the TV programming can change very often. What about other countries?