While it may seem like summer advertising would be ideal — after all, school is out, and most people are less busy — there exists the myth that it’s actually the worst time for an advertising campaign. But is it really? Let’s take a look.

Advertising media’s age old important factors of frequency vs. audience reach are always at the center of decision with ad dollars. The biggest argument against summer advertising is that a lot of people are on vacation, and few are bothering to read anything where they may come across your advertisement – therefore reach may be compromised. That may be true to a point, but while many people do a lot of summer traveling and enjoy leisure time, many of them utilize their valuable time to connect to personal media: social networks, blogs, even the radio – more than they would otherwise. This leaves a lot of potential platforms for your ads to be seen or heard, and, reach may actually increase.

Also, consumers and business buyers are not on vacation for the whole summer and will quickly return to absorb their media outlets. And it is a fact that, because of  vacation breaks, many businesses tend to operate at a slower pace with less meetings and therefore more time is available for business buyers to consume your message during their work day. They have more time to connect with professional publications and websites which are relevant to their businesses. This helps to justify, perhaps even less frequency needs and therefore less cost to you.

So don’t let the negative myth of summer advertising influence your promotional programs. With good media planning and negotiation, getting your message out in the steamy months may be more productive than ever.