TV, radio, and streaming with real attribution

Each station, daypart, and creative gets a dedicated number, and inbound calls are matched against the log of what aired and when. A broadcast buy turns into a line-item report: this station, at this hour, with this spot, produced these calls. The lines that produce nothing come out of the schedule at the next renewal. Numbers stay assigned for the life of the schedule, so a station's history is comparable across flights and a spot that worked last quarter can be read against the same line this quarter.

CTV is bought against household audiences and capped so the same viewer is not hit a dozen times in one evening. Suppression across publishers keeps the real frequency close to the planned frequency, and completion rate is read next to call lift rather than treated as the result. Device graphs drift, so the household match gets refreshed between flights and reach is re-read afterward, which is the only way to know whether the cap held in practice.

We negotiate direct response and remnant inventory station by station instead of paying up for premium positions that look good on a media plan and do nothing for the phones. Scripts, voice, and finished spots come from our team, go through your compliance reviewer, and are versioned so the message can be tested instead of locked for a year. Each version carries its own tag in the traffic instructions, so when two cuts of the same spot are in market at once the call log can still tell them apart.

Direct response inventory is bought on different terms than brand inventory. A brand buy commits to a named position months ahead; a response buy takes what is still unsold close to air, which is where the efficiency comes from and why we keep the order flexible on daypart and rotation. Under-delivery against that order is settled in makegood weight, and what aired gets reconciled against what was bought every week, so a shortfall surfaces while there is still schedule left to absorb it. Because the buy is made close to air, the schedule gets remade weekly against what each market actually returned, which is what keeps a station from coasting for a quarter on the strength of the plan that sold it.