At the end of each month, it’s important to reconcile the invoices from your Radio and TV stations. At JDA, we reconcile… & then we Post.
Posting is done electronically. Radio and TV schedules are entered into a software called STRATA and posting is initiated. The posting report tells us if the commercials achieved the promised number of Gross Rating Points (GRPs).
Agencies typically negotiate dayparts. Let’s use 7a to 9a as an example. Ratings from 7:15am to 8:15am are typically higher/better because there are more people listening at that time. As we get closer to 9am, GRPs decrease because people have arrived at work or school by then. When we post, we know the actual airtimes so we can account for the actual accrued GRPs for each station.
If you were promised 50 GRPs, but you only accumulated 40, the radio or television station owes you 10 GRPs the following month… free commercials even if everything aired correctly. It’s verification to ensure you get what you pay for.
Agencies/clients who post end up running at the best times. Sales Managers at radio and television stations do not enjoy giving away free ads so they do all they can to ensure good placement… and meet their promised GRP goals. We highly recommend POSTING.