Clients must become more "media savvy" - often dealing direct with agency planners, rather than account managers, as well as juggling the inputs of smaller, more specialist agencies focused on fra ented media channels. It is easy for agencies to hide behind the estnut" of immeasurability. Payment by results is necessary. Clients using a "smoke and mirror" approach, but since agencie a liencs fail to understand key issues, a N compromise is required.
CLIENTS BECOMING MEDIA SAVVY
Payment by results (PBR) iS Easy approach. It is often accused of failing to include the contributi dvertising to overall company performance and share price, or to count agency service levels. Another issue is, how do you measur le changes in brand awareness? Despite these diffi- culties, PBR is expected to account for between 75% and 90% of all US ad agency agreements by 2005. Impacts - total audience (doesn't mean it actually had any impact on them at all). Frequency - opportunities to see the ad (based on programmes watched by the sample, but doesn't deduct those who make a cup of tea in the break). TV Rating - the average percentage of potential audience who saw the ad (can be based on small and in unrepresentative samples and needs to be recali- brated so you can compare, say, Sky with GMTV - increasingly it is impos- 101 sible to accurately measure success on small audience satellite or digital channels).