What is a Make-Good?
A make-good in TV advertising is a complimentary broadcast spot or additional airtime offered by a television station to an advertiser as compensation. This typically occurs when:
- A scheduled advertisement fails to transmit due to technical issues
- An ad airs at an inferior time slot than originally booked
- Audience ratings fall significantly short of guaranteed figures
- An ad is preempted by breaking news or emergency broadcasting
The make-good serves as a goodwill gesture and contractual obligation, ensuring advertisers receive the audience reach or delivery they initially purchased.
Why Make-Goods Matter
In the UK media landscape, make-goods are a critical component of broadcast media planning and buying. They protect advertiser investment by guaranteeing minimum performance standards. When a commercial doesn't air as scheduled – whether due to technical faults, scheduling conflicts, or audience shortfalls – the broadcaster compensates by providing equivalent or superior airtime at no additional cost.
Make-goods are particularly important in performance-based media buys, where specific audience numbers or ratings are contractually guaranteed. They also maintain trust between media agencies, advertisers, and broadcasters, particularly for premium campaigns where delivery expectations are high.
When Make-Goods Are Used
Make-goods typically apply to:
- Preemptible spots: Lower-cost inventory vulnerable to displacement by premium advertisers or breaking news
- Guaranteed audience buys: Campaigns with contracted rating points or demographic reach targets
- Technical failures: Transmission errors or broadcast interruptions
- Underperforming dayparts: When actual audience delivery falls below negotiated thresholds
Practical Considerations for UK Media Buyers
When negotiating TV campaigns with UK broadcasters (BBC, ITV, Channel 4, Sky, etc.), make-goods should be explicitly defined in insertion orders. Key terms to establish include:
- The compensation formula (equivalent spot, better time slot, or cash credit)
- Eligibility criteria and proof requirements
- Timeframe for utilising make-goods (typically within 12 months)
- Audience guarantees triggering compensation
Make-goods represent a form of advertiser protection in an increasingly complex broadcast environment. Experienced media planners factor potential make-good scenarios into campaign ROI calculations, as they effectively increase campaign reach without additional spend.
The Modern Context
While traditionally a linear TV concept, make-goods remain relevant as traditional broadcast persists in UK media plans. However, with the rise of programmatic guaranteed and advanced advertising platforms, the mechanics of compensation and make-goods have evolved. Broadcasters now track audience delivery more precisely, making make-good triggers more data-driven and transparent.
For integrated campaigns spanning broadcast and digital channels, understanding make-good provisions helps agencies negotiate better overall terms and protect client budgets.