Media Proof of Performance
Objective
Make sure that the media ordered is being executed as authorized.
Responsibility
Advertiser is the final authority, but it is the ad/media agency that delivers the report and the medium purchased that supplies the proof.
Broad Overview of Requirements
All media invoices should be accompanied by a proof-of-performance document or affidavit statement included on the media invoice.
Proof of Performance by Medium and Timing
Broadcast
| Immediate | At Billing | Media Post-Analysis |
| Day after confirmation from station logs (this may take longer for cable or syndicated purchases). | Invoice acts as affidavit of performance and should report: date, length, time, and creative execution. | By quarter, and should report delivery versus planned expectations. |
| Immediate reporting is very important in Direct-Response buying. | All invoices must match up to prior approved purchase orders/brand budget reports/flowcharts. | National buys can be posted the day after airing when needed. |
| Set delivery schedule with agency at time of planning. |
| Immediate | At Billing | Media Post-Analysis |
| Require copy of publication sent to key brand personnel and ask to have ad "flagged." Make sure position matched requested buy. | Invoice must be accompanied with tear sheet. Invoice must match, date, size, creative requirements, positioning requirements. | By quarter a positioning report should be issued. This should rate the magazine/newspaper against the planned buy. |
| Immediate reporting is very important in Direct-Response buying. | Circulation analysis should be reviewed at least once each year to make sure the rate basis are being met. | All invoices must match up to prior approved purchase orders/brand budget reports/flowcharts. |
Source
"Media Proof of Performance." Jane Twyon, Owner, Worldwide Media Directors, and Affiliated Partner, Joanne Davis Consulting, Inc., 04/07/08.