Are You Over-Paying?

Are You Over-Paying?

Are You Getting the Most From Your Media Budget?

Use this quick checklist to review your television, video, radio or audio buys and identify questions to discuss with your media negotiator.

How to use the checklist: Choose one section below. Count each question you answer “No” or “Don’t Know,” then compare your total with the scoring guide.

Your Scoring Guide

For the section you choose, count your “No” or “Don’t Know” answers:

  • 5 or more times means you are overpaying by at least 50%.
  • 4 or more times means you are overpaying by at least 40%.
  • 3 or more times means you are overpaying by at least 30%.
  • 2 or more times means you are overpaying by at least 20%.
  • 1 time or less means you may not need a media negotiator.

10 questions

Television & Video

For your television/video media buys, are you…

  1. Buying program averages?
  2. Paying based on HH (Household) ratings and impressions?
  3. Adjusting ratings and impressions using qualitative data?
  4. Being sold projected ratings and impressions?
  5. Posting your buys to ensure you got what you bought?
  6. Buying cost per thousand impressions?
  7. Buying proper reach & frequency?
  8. Using the proper Share ratings book and HUT/PUT levels to adjust the impressions that are being quoted?
  9. Using IOLU elements (Intrusiveness to get the buyer’s attention, Offer that is spectacular compared to the competition, Logic for the offer to convince the consumer that it is real, Urgency to close the opportunity now rather than later)?
  10. Subscribing to research & ratings to know how and where to negotiate lower prices?

12 questions

Radio & Audio

For your radio/audio media buys, are you…

  1. Buying pre-emptible spots?
  2. Buying inventory dumps?
  3. Buying the impressions book average that is closest to the month in which you are running for cost advantage (unless a seasonal buy)?
  4. Asking for value-added inventory and getting it?
  5. Adjusting impressions and audience delivery for your specific customer trading zone?
  6. Inserting guaranteed-to-run buy orders for a lower price than the “best offer” rate given by the media?
  7. Buying on a cost-per-point/cost-per-thousand basis?
  8. Posting your buys to ensure you got what you bought?
  9. Buying on a gross impressions basis?
  10. Adjusting rates based on qualitative data?
  11. Ensuring your advertising contains the IOLU elements: Intrusiveness to get the buyer’s attention, Offers that are impressive compared to the competition, Logic for the offer to convince the consumer that it is real, Urgency (time limits) to close your prospect now rather than later?
  12. Subscribing to research & ratings, paying thousands of dollars each year, to negotiate how and where to lower prices?

Let’s Review Your Results

Have questions about your answers? Get a free advertising analysis and discuss your current media buys with us.

Get a Free Analysis

Or call (615) 646-9636.

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