May 11, 2007

Upfront Buying Checklist/Before the Buy

UPFRONT CHECKLIST

Ten Things to Think About While Formulating Upfront Buy Strategy

  1. How much to allocate to the various markets and why?
    1. Broadcast Upfront
    2. Quarterly Scatter
    3. Opportunistic
    4. Calendar Upfront
  2. How much to allocate to broadcast vs. cable and why?
  3. Pricing: What are the budgeted costs per rating point and why?
  4. Response options if costs are higher than expected?
  5. Programming triage; i.e., what is the acceptable distribution of the buy among:
    1. High-rated, average-rated and low-rated programming
    2. Original vs. repeat programming
    3. New shows, returning shows in the same time period, returning shows in new time periods
  6. How does each network’s CPM guarantee compare with the buyer’s estimates of actual audience delivery for each proposal? Have the network and buyer built a excess of probable makegoods into their plans?
  7. Are any of the DVR rating measures acceptable for inclusion in the buy or only ‘live’ ratings?
  8. Are digital extensions such as streaming video to be sought and, if so, in what way will they be evaluated?
  9. How should Nielsen’s new commercial ratings figures be incorporated into the buys if at all?
  10. Is there a strategy for negotiating commercial position within pods; e.g., first/last commercial in a pod?

Gene DeWitt

CEO

DEWITT MEDIA STRATEGIES LLC

May 11, 2007

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