AirCheck Case Study #2

Airline saves $45,000 on bogus news bulletin adjacencies

Bogus News Adjacencies Nearly Crash Airline Campaign

An airline booked a six week national radio campaign with specific audience targeting based on breakfast news adjacencies. This spot placement attracted a 25% loading on the usual breakfast ad rates.  Thanks to AirCheck monitoring, the airline's agency discovered after the first week that:

• 6 of the 10 radio stations that had promised news adjacencies and charged a loading for specific news adjacencies had no 9am news in their format.   
• 36% of the spots were not placed next to news bulletins.
• One radio station played only 17% of the spots as promised.

In the final week of the campaign one radio station had a 100% failure rate.

Seven stations waived the 25% loading due to the high error rate picked up by AirCheck, saving the client $45,000.

Only AirCheck has the ability to pick up on news adjacencies and position in break, because only AirCheck monitors and retains a full audio log of each station.

The benefit of this to the client is that AirCheck gives the agency the ability to verify the placement of your spots in relation all other content on the radio station.

NB: The dollar value of spots referred to in these case studies is the average spot rate for the stations concerned and may not be the actual spot rate paid by the client for these particular campaigns.