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Best Practices: Guidelines for National TV Buying and Stewardship Audits



For many marketers, the investment that they make in media support for their brands is one of the most strategically important and financially significant elements of their business model. Given the importance of a marketer’s advertising activities, many advertisers want to ensure that their investment in media is properly calibrated, expertly managed and carefully monitored.

Members from the 4A's National TV/Radio and Media Agency Finance Committees joined together to develop “Best Practices Guidelines for National TV Buying and Stewardship Audits,” for advertisers that utilize audits as part of their governance approach to managing and monitoring local television activities.

This publication is structured to provide advertisers with important information about the way national TV transactions are planned, negotiated and executed. It suggests industry best practices and recommends constructive steps that advertisers can take to ensure that their media investments are effectively and efficiently planned, purchased and verified.

“Best Practices Guidelines for National TV Buying and Stewardship Audits” joins two publications in this series, “Best Practices Guidelines for Local TV Media Audits,” and “Best Practices Guidelines for Local Radio Media Audits.”