Campaign evaluation
A media campaign is bought as an estimate: rating points, reach, placements. A campaign evaluation checks how much of that was really delivered. Without it, the client pays for a plan rather than an outcome, and has nothing to plan the next campaign better with.
What we deliver
- Ordered versus achieved GRPs in the target audience
- Checks on aired spots, times and break positions
- Verification of posting and photo evidence for out-of-home faces
- Checks on issue, placement and print quality of ads
- Claiming compensation and a final report with recommendations
TV: rating points can be counted
TV audiences in the Czech Republic are measured by Nielsen Admosphere for the Association of Television Organisations (ATO). After broadcast, this data shows the rating each spot achieved in the target audience, and therefore how many GRPs the campaign really collected.
When the result falls short of the order, broadcasters usually make up the gap with additional spots. For that to work, the guarantee has to be in the order, and someone has to calculate and claim the difference — that is what a campaign evaluation does.
Out-of-home and print: checking on the ground
For outdoor advertising, the operator supplies photo evidence of posting. We check that the face is at the booked location, the creative is correct and undamaged, and that it stayed up for the full rental period. A damaged or late poster is grounds for compensation.
In print, we check the ad ran in the right issue, in the agreed position and at proper print quality. A colour shift or an ad on a different page than agreed is claimed.
Frequently asked
- Is the evaluation part of the buy, or ordered separately?
- For campaigns we buy, the evaluation is part of the service — without it, the buy is not finished. It can also be ordered on its own for a campaign bought elsewhere, provided the orders and broadcast data are available. We price it by scope from your inquiry.
- What happens if a campaign under-delivers?
- It depends on what the order says. In TV with a GRP guarantee, the broadcaster usually makes up the shortfall with extra spots; in out-of-home it extends the posting or offers a replacement face; in print, a re-run or a discount. That is why guarantees and compensation are negotiated up front and written into the order.
Related services
Negotiation and buying
The rate card is only the opening bid. We negotiate terms, book the space and make sure the campaign runs as it was bought.
Read more →01Media strategy and planning
Splitting the budget across TV, radio, print and out-of-home by target audience and campaign goal — before anything is bought.
Read more →22Media monitoring and evaluation
What is said about the company and its competitors, where, in what tone and with which messages — and what it means for the next steps.
Read more →