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Over $1,000,000 Under Delivery
Case Study: Food Service Retailer National Cable Audit
Challenge
A major food service retailer seeks confirmation that its significant national cable investment is performing to standard.
Solution
Advantage Media performs its cable performance and benchmarking audit to identify placement errors, execute corrective action and identify improvement opportunities.
Results
- Overall 2010 cable delivery year-to-date is a 95 index (Q1’10 = 98, Q2’10 = 93). Nineteen of the 32 different "monitored" network deals tracking at a 90-110 index. 15 have some level of under delivery, the poorest performance index being a 68 from ESPN News. Significant over delivery on ABC (NASCAR) and Discovery Military buys
- Estimated value of under delivery $1,082,000 (5.9% of expenditures), led by A&E ($130,000), USA ($128,000), ESPN News ($125,000)
- 7 “deals” that aired during both Q1 & Q2, were consistently at or above expectations; 13 under delivered in both quarters, while the balance had one strong performing quarter and one weak quarter
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