This paper addresses the television media issues facing advertisers in Europe. It examines both the supply and demand side of the markets and then concentrates on the requirements of the demand side, especially from the advertisers' rather then the agencies' point of view. It examines the important objective of campaigns, reach and frequency and then studies how well the European sales systems can deliver on schedules which would optimise the audience at the effective frequency. Television costs and calculation are also discussed. The paper concludes with comparing each country's sales system and how they may evolve in the years ahead.