What is a "makegood" in advertising?

A "makegood" in advertising refers to an additional spot provided by the advertiser to compensate for a previously agreed-upon advertising placement that did not deliver the expected ratings or viewership. When the initial advertisement fails to meet the agreed-upon audience metrics, the media outlet or broadcaster will often provide a "makegood," allowing the advertiser to reach its target audience effectively. This is a common practice in the industry to maintain customer satisfaction and uphold contractual obligations, ensuring that advertisers receive value for their spending.

In contrast, the other options do not accurately define a "makegood." A payment made to advertisers does not relate to underperformance for a specific ad spot. Similarly, a type of local advertisement is quite different in nature, focusing on geographic targeting rather than compensations for missed ratings. Lastly, a rating exceeding expectations describes a successful campaign rather than a remedy for one that underperformed. Understanding the concept of a "makegood" is important for grasping how advertisers navigate the complexities of media performance and fulfillment.