Which elements would you include in an Added Value overview for the last TV burst?

Which elements would you include in an Added Value overview for the last TV burst?

• A. A list of premium programs included as part of the TV Buy, Bonus Airtime and Additional Discount
• B. Additional Discount, Bonus Airtime, No Charge Billboards
• C. PIB all shown as a $ Value and a % stretch of the Net budget
• D. Additional Discount, Bonus Airtime, No Charge Billboards, Premium Placement shown as a % stretch of the Gross budget

Answer: (C)

When presenting Added Value, you want to show the incremental value in a way that’s easy to compare and measure against actual spend. The best approach is to quantify the added value items (PIB) in monetary terms and relate them to the net budget, not the gross budget. Expressing PIB as a dollar value plus a percentage of the net budget gives a clear, standardized view of how much value is being delivered relative to the money actually allocated for media, without being distorted by agency margins or other costs that sit in the gross total. This makes it straightforward to see the true impact of added value across campaigns. Other formats that tie value to the gross budget or that mix in different components can mislead by including non-media costs or inflation from margins, so they don’t provide the same transparent, comparable measure of value.

When presenting Added Value, you want to show the incremental value in a way that’s easy to compare and measure against actual spend. The best approach is to quantify the added value items (PIB) in monetary terms and relate them to the net budget, not the gross budget. Expressing PIB as a dollar value plus a percentage of the net budget gives a clear, standardized view of how much value is being delivered relative to the money actually allocated for media, without being distorted by agency margins or other costs that sit in the gross total. This makes it straightforward to see the true impact of added value across campaigns.

Other formats that tie value to the gross budget or that mix in different components can mislead by including non-media costs or inflation from margins, so they don’t provide the same transparent, comparable measure of value.