Dictionary of Marketing Terms: preempt
preempt
- withholding of regularly scheduled radio or television time by a network for the presentation of a special priority broadcast. For example, a network may preempt an entire program or a portion of a program to broadcast a presidential speech, sports event, documentary special, or emergency news broadcast.
- local broadcast time subject to change to accommodate network broadcasting. If a local advertiser purchases broadcast time that falls under the network preemption clause, the local advertiser may have to give up this period to a national advertiser, if the national advertiser elects to buy that time for its network broadcast. The terms of network option time are stated in the local advertiser's contract, and if a preemption occurs, the local advertiser usually has the option to move to another time period or cancel his program.
