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

Actions taken -  AMI performs its comprehensive TV performance audit, “drilling down” to examine both quantitative and qualitative delivery, including daypart distribution, program mix analysis, adherence to weekly, day of week and copy length allocations and compliance with client buying guidelines/standards.

Results - The audit identifies significant underdelivery and qualitative gaps that need correcting, leading to:

• recapture of $1.4M (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)