Are You Getting What You Paid For?
When you order a center-cut filet mignon in a fine restaurant, you know what to expect. So how do you react when your steak arrives and it is commercial- grade chopped sirloin? You complain to the waiter, send it back, or maybe refuse payment. You should do the same with your media partners if they’re serving, or delivering, something less than what you ordered. There’s a little more at stake here than a $40 piece of meat, so you should make sure you’re getting what you paid for. At Try J Advertising, we were recently asked to perform a mid-year review of the media plan for a prospective automotive client. The dealer was eight months into an annual agreement with approximately twelve different radio and TV stations. They asked us to do an audit and evaluation on what they purchased versus what was actually being delivered. Having worked on both the client and station sides of the business, we believed we knew what to expect, The results were still eye opening and even shocking in some instances. Here’s a sample of some of the things we found:
- Announcements/spots scheduled Mon-Fri being front-loaded into early week
- Announcements/spots scheduled 6a-7p all being placed 10a-2p, avoiding drive times
- 5a-8p rotator announcements/spots all being pushed early or late, into the hours of 5a and 7p
- Announcements/spots being bumped to unordered days, day parts, and weeks
- Announcements/spots being bumped all together and not airing
- GRP delivery coming in way short of projections
Most of the movement was within the written rules of the contract, but with so many different media choices, we should expect much better from our media partners. We believe an annual commitment should come with better, more careful treatment than that which is offered to the casual or one time advertiser. It should be unsettling to think that your business is being taken for granted.