How does a frequency discount differ from a continuity discount?

A frequency discount is usually earned through the purchase of a minimum number of spots over a specified period of time. Offered on a percentage basis, the discount increases with the number of spots purchased in the stated period of time. For example, the purchase of 5 to 10 spots per week may earn a 5% discount, 11 to 15 spots per week a 10% discount, and so on. A continuity discount is earned when advertisers purchase a minimum number of designated spots over an extended period (usually 52 weeks, but the period may be shorter). The value of the continuity discount may increase with the number of spots purchased. For example, purchasing a minimum number of prime-time spots, perhaps two per week over 52 weeks, may earn the advertiser a 4% discount. If that number increased to three spots, the discount may move to 6%, and so on.