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$1,400,000 Recaptured

Case Study: National Advertiser Performance Audit

Challenge

A major national TV retail advertiser is concerned that its schedules have not performed to its timely expectation.

Solution

Advantage Media implemented its comprehensive TV performance audit, "drilling down" to examine quantitative and qualitative delivery, including:

  • Daypart distribution
  • Program mix analysis
  • Adherence to weekly, day of week and copy length allocations
  • Compliance with client buying guidelines/standards

Results

The audit identified significant under delivery and qualitative gaps that needed correcting, leading to:

  • Recapture of $1,400,000 (8.3% of expenditures) in advertising applied to future campaigns
  • Establishment of improved buying processes to mitigate future problems (schedule estimating, maintenance, posting procedure and timing)
  • Ongoing monitor to ensure "contemporary" tracking of performance and more aggressive corrective action (all compensatory spots are posted for value and satisfaction of client standards)

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