Case Study:
Regional Homebuilder Creates Over $1 Million In Additional Value On A $5 Million Tv Campaign.

Background

A regional homebuilder learned that their previous advertising agency was not doing a post-buy analysis of their local spot TV buys to ensure that the rating points, impressions, reach and frequency were actually being delivered. 

Action

Our audit revealed over $1 million of shortfall value between the projected ratings from the TV stations and their actual delivery.

Outcome

Although make-good weight for under-delivery of a broadcast TV schedule is usually negotiated in advance of the spots airing, MQ&C recovered 92+% of that weight that should have been due the client as part of our schedules the following year.  On a $5 million dollar buy, this created over $1 million of additional value that would otherwise have been lost. 

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