Post Buy Analysis

Impression Delivery & Post Buy Analysis Guidelines

Unless otherwise noted, all media buys placed on behalf of the client are expected to deliver at least 90% of the impressions that were originally negotiated. These expected impression numbers must be entered into your system at the time the order is placed. If you wait and enter them after the schedule has run, it will create unnecessary complications.

After the Schedule Airs

Once the schedule has aired, you’ll need to run a Post Buy Analysis (PBA) using the measurement book from the month the schedule aired.

• For example: If the schedule aired in May, wait until the May book is released in June before running the report.
  
  

⚠️ Note: The Post Buy Analysis is not the same as Post Logs. It’s a specific report generated by your system.

Required Data from the Post Buy Analysis

The main figures we need from your PBA report are:

• Expected GRIMPS (Goal impressions)
  
  

• Actual GRIMPS (Delivered impressions)
  
  

• % Delivered
  
  

If your system doesn’t calculate "% Delivered," you can do it manually:

1. Divide Actual GRIMPS by Expected GRIMPS
   (e.g., 12,500 ÷ 14,000 = 0.892857)
   
   

2. Multiply the result by 100 to get the percentage
   (0.892857 × 100 = 89.3% delivered)
   
   

This example would reflect a 0.7% under-delivery.

To calculate what’s needed to hit 90%:

• Multiply the original impressions by 0.90
  (14,000 × 0.90 = 12,600)
  
  

• Then subtract your actual delivery
  (12,600 – 12,500 = 100 impressions owed)
  
  

Most systems will do this math for you automatically, but it’s good to understand the process.

Under-Delivery Protocol

If your % Delivered is less than 90%, an under-delivery schedule will be required. Please:

• Use the calculation above to determine how many impressions are owed.
  
  

• Build a new schedule to make up the difference.
  
  

• Whenever possible, run the makegood spots in the same programming as the original buy.
  
  

• If that’s not feasible, we will accept comparable programming that reaches our target demo: Men 25–54.