The Rise Of Media Auditing

Richard Shain and Pamela Shain
Performance Analysis Group

As US television advertising budgets have grown steadily over the years, so has the volume of errors in advertising plan implementation. In 2002 alone, 8% of the total $16.2 billion spent on spot-TV ads or $1.3 billion was lost to advertisers through errors that were missed by financial auditors.

This situation has helped galvanise awareness and support of the benefits of financially-orientated media auditing a discipline dedicated to tracking and analysing spot-TV advertising data to measure achievement of an advertising programme's quantitative and qualitative goals, to assess compliance with the programme's buying guidelines, and to facilitate compensation for non-compliance to advertisers, primarily in the form of credits and make-goods.