Pre-emption, also known as pre-emptive, refers to the practice of rescheduling or replacing a previously scheduled advertisement with another commercial. It occurs when an advertiser’s booked ad slot is preempted due to unforeseen circumstances or higher-priority ads. Pre-emption allows advertisers to adjust their ad placements to accommodate changes in programming or prioritize more critical campaigns.
Significance and Usage Pre-emption (Preemptible)
Pre-emption provides flexibility for advertisers and broadcasters to manage advertising schedules and respond to changing circumstances. It allows advertisers to adapt their campaigns to align with program changes, special events, or unexpected situations. Pre-emption is commonly used when there is a need to accommodate last-minute ad bookings, urgent messaging, or sponsorships.
Example of Pre-emption (Preemptible)
For instance, a sports event may experience a rain delay, causing the broadcasting network to reschedule the game. As a result, previously scheduled advertisements during the game may be preempted and replaced with alternative commercials that are better suited for the rescheduled time slot.