There are many reasons for creative changes.
Maybe the widgets we are advertising are offered at a new, lower price.
Or perhaps our advertising has been so successful, that stores have run out of widgets altogether.
It could be that the creative includes a claim about how fantastic the widgets are, and a competitor has challenged the veracity of that claim.
Or maybe our client is not entirely happy about some aspect of the commercial and has requested we make a revision to the picture, the sound, or the dialogue.
No matter what the reason is, we can't expect stations to immediately stop airing a spot mid-flight. They need time to change their broadcast logs and go through all of the steps mentioned in my previous posting.
Hence, the 48 hour rule.
Any changes to a current flight will take 2 business days to implement. So if a creative change has to be made, a guaranteed turnaround time can’t be confirmed with the client until it’s been confirmed with your traffic coordinator first.
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