Our buyers travel to the Top 100 TV markets twice a year to meet with local station management and account executives. These personal contacts are essential to trusting that our purchase agreements will be kept. In addition, we verify through the following processes.

Planning

Increasing sales starts with a well-defined plan designed to achieve the marketing and media objectives set forth by the clients. Much research and preparation goes into developing an effective media plan. We put the WFofR research library to work for our clients.

By combining your marketing objectives with our extensive media expertise, we engage in a planning process that coordinates:

• Distribution
• BDI/CDI
• The Marketplace
• The Competitive Landscape
• Market Share Goals -- Building or
• Maintaining Market Share?
• Brand Seasonality
• Budget
• Media Mix

The effectiveness of our planning ensures a media buy designed to maximize sales results.

Buying

The Spot TV Buying System is a managed, broad-daypart buy that allows stations flexibility and authorship of schedules:

• By purchasing impressions, not programs
• By dispersing the schedule among stations, dayparts, and programs to maximize reach and frequency

Tracking

Using the latest technological advances, Nielsen data, and our proprietary software, WFofR buyers monitor your schedules on a daily, weekly, monthly, or on an as-needed basis to ensure your sales results. Each client commercial is encoded with a digital thumbprint during the trafficking process. Client commercials are electronically retrieved daily by market, identified by station, date and time, and post analyzed against the latest Nielsen reports for demographic tracking purposes. Because we know exactly how our clients' schedules are posting at any point-in-time, we manage the schedule to achieve the desired goal. There is no waiting until the TV stations' invoices arrive six weeks later before determining how a client's schedule actually delivered. This important aspect of monitoring the buy allows us to react immediately to any delivery discrepancies in any given market, thus ensuring the media plan is achieved in each market. Tracking is our way of ensuring the TV stations adhere to the agreement.

Reporting

As the media buy unfolds, our clients receive detailed reports as to how the buy is progressing. This allows them and us to make adjustments as needed. After a schedule is complete, our clients receive a detailed post-buy report for their review. We track up to five different demographic cells for each product, and our clients are regularly updated on target delivery against plan in each market purchased. Because our tracking software is proprietary, we can customize client reports to meet individual client needs.

Analyzing

Once the buy is complete and the post-buy report has been submitted, typically we huddle with our clients to analyze the results.

We look at:

• Delivery vs. GoalDaypart distributionHousehold weightTarget weightCost per thousand (CPM)Impressions
• Number of spots

Utilizing The WFofR Research Library, we are able to make adjustments and improve upon future media plans. We can revise strategy as necessary. We also evaluate and discuss:

• What we did right
• What we can improve upon