An advertising roadblock is a media planning strategy where all networks air the same ad at the same time. No member of the audience one can get through without seeing the ad.
A roadblock has two attractive features:
- Everyone who is watching television at the time of the roadblock is exposed to the ad.
- No one is exposed to the ad more than once because no one can watch two programs at one time.
It can be shown that for a large advertising campaign, the value of multiple roadblocks can decline while other media planning and optimization strategies become more attractive.