Heavy-up

Heavy-up advertising is a high concentration of advertising for a short period in a media schedule. If an advertiser's product is more likely to be used at one specific time than at another, the advertiser may choose to heavy-up the advertising for that time period. For example, a candy manufacturer may opt for heavy-up advertising during the two weeks prior to Halloween.

Heavy-up also can refer to additional sample being added to a survey to focus on specific subgroups or categories of respondents from whom the surveyor wants to get additional completes, on top of the base sample.