MFA Television Practice Exam

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What information should you supply to a Benchmarking Company reviewing your media buys for the last two years?

The TV post-analysis reports for both your client and the brands in their competitive set for this year and last year.

The TV rate card and discount, outlining all elements of your client TV deals for both years.

The TV rate card for the same period this year and last year.

The TV goals and target audience together with the time of year for the campaigns for both this year and last year.

Benchmarking media buys works best when you provide context about what you were trying to achieve, who you were trying to reach, and when the campaigns ran. The goals explain what success looks like and which metrics matter, while the target audience clarifies the specific viewer segments the buys were aimed at. Including the time of year for the campaigns captures seasonality and calendar factors that influence reach, CPMs, and competitive pressure. When you give these elements for both this year and last year, the benchmarking company can compare like-for-like performance and distinguish changes due to strategy from those due to seasonality or audience shifts. Postscripts like post-analysis reports or rate cards don’t supply that planning and timing context, which is essential for meaningful benchmarking.

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