The 3 Steps of a Media Audit

FIRST STEP – The first step taken in a Media Audit is for the auditor to review your current media to ensure you are at least getting what you paid for. Another reason it is important that this be an outside company is to ensure the process is not clouded by relationships and friendships, but more a simple case of math. Surprisingly enough in almost 80% of our Media Audits, what the client was guaranteed to receive and what they actually received were different. This often show up as missed spots the client was billed for, outdated copy that never got updated or ad sizes or lengths that simply do not match up. In some cases there isn’t a sinister reason behind this, other than many sales reps spend most of their time “closing the deal” and not nearly enough time ensuring the details are translated properly once the order is put in.

SECOND STEP – The second step is an audit of competitive market media rates. This is a simple math equation that boils down to what you could/should be paying for each person reached by your message (which is what you are ultimately paying media companies to provide – potential leads and/or business). In this case we find almost 100% of the time that if the market was not “availed properly”, an industry term for reviewing market rates before buying media, a Media Audit can claw back some of the savings that could have been achieved.

THIRD STEP – We also have a third step which is often the most overlooked… but for more information on that step, you need to take the initiative to make a call and set up a consultation. So, what are you waiting for? Every day you wait is costing you and your company potential lost revenue!

- Set up a Media Audit appointment today by requesting one HERE.