Make-Good
A broadcast provided by the station or network, often at reduced or no cost, to compensate for a station mistake or poor results (audience under-delivery) from a previous media purchase
Master
The original, final edited version of a completed television spot
Media Audit
A review of a brand’s media strategy, buying, spend, targeting, creative, measurement, and performance to identify opportunities for improvement. Media audits are often used by brands evaluating agency performance, channel efficiency, or growth opportunities across TV, CTV, digital, and omnichannel media.
Media Efficiency
The ability to generate stronger outcomes from media investment by reducing waste, improving targeting, optimizing spend, and increasing performance. Media efficiency is often evaluated through metrics such as CPA, CAC, ROAS, MER, reach, and incrementality.
Matched Market Testing
A measurement method that compares similar test and control markets to estimate the incremental impact of a campaign. In TV, CTV, and omnichannel media, matched market testing helps brands evaluate whether advertising drove lift in outcomes such as website visits, leads, purchases, revenue, or store traffic.
Multi-Touch Attribution (MTA)
An attribution method that assigns credit across multiple marketing touchpoints that contribute to a conversion. Multi-touch attribution helps marketers understand how channels such as TV, CTV, search, social, display, email, and programmatic media work together throughout the customer journey.
Media Mix Modeling (MMM)
A statistical measurement method that estimates how different marketing channels contribute to sales, revenue, or other outcomes over time. MMM is commonly used by established brands to evaluate omnichannel performance across TV, CTV, digital, retail, and offline media.
Media Mix Optimization
The process of allocating budget across channels, audiences, markets, and creative based on performance, reach, incrementality, and business goals. Media mix optimization helps brands decide how much to invest in TV, CTV, search, social, display, and other media.
MER (Media Efficiency Ratio)
A media formula designed to measure the success of a media buy. This number is compared to the break-even ratio for the campaign, and if the media ratio is a higher number than the break-even ratio, then the campaign is making a profit. (Formula: $30,000 in gross sales: $15,000 media dollars spent = 2:1 MER)
Mirrored Airings
Additional airings on a station or network that air at a specific interval after the initial spot, at no charge. For example, a station airs the “first” spot, at the booked rate, at 8:27 pm and a “mirrored” spot at 12:27 am (exactly 4 hours later) at no additional cost