What is Overdelivery and Underdelivery?
Overdelivery and underdelivery refer to the difference between the number of TV ad impressions (or spots) a broadcaster commits to deliver and what actually airs during a campaign period.
Overdelivery occurs when a broadcaster delivers more impressions than contracted. Underdelivery occurs when fewer impressions air than agreed.
For example, if you contract for 1,000 TVRs (television ratings points) but only receive 950, that's underdelivery. If you receive 1,050, that's overdelivery.
Why It Matters
Delivery accuracy directly impacts campaign effectiveness and ROI. Underdelivery means your message reaches fewer people than planned, potentially limiting brand reach and failing to meet media objectives. This can result in wasted budget allocation or require additional spend to compensate.
Overdelivery might seem beneficial, but it complicates billing and can signal scheduling inefficiencies on the broadcaster's side. UK broadcasters typically operate within strict regulatory compliance frameworks, so consistent overdelivery may indicate system issues.
From a commercial perspective, both scenarios require reconciliation. Most broadcast contracts include tolerance thresholds – typically ±5% – to account for natural variation in audience viewing patterns and scheduling constraints.
How It Works in Practice
TV delivery is measured using audience research data (typically from BARB in the UK). After a campaign concludes, media agencies reconcile actual delivery against contracted targets. If variance exceeds contractual tolerance levels, credits or make-goods are negotiated.
Make-goods are additional spots provided by broadcasters at no charge to compensate for underdelivery. These are negotiated based on the shortfall and contractual terms.
Key Considerations for UK Media Buyers
- BARB Data: Final reconciliation uses BARB audience measurement, which may show different viewing patterns than initially forecasted
- Seasonal Variation: Holiday periods and major events can affect audience delivery
- Contractual Terms: Always clarify tolerance bands and make-good procedures in insertion orders
- Campaign Timing: Last-minute schedule changes from broadcasters can impact delivery
- Multi-Channel Impact: Cross-channel campaigns may experience varied delivery rates across different broadcasters
Best Practice
Review delivery reports within 30 days of campaign completion. Document any significant variances and raise them with your broadcast partner promptly. Establish clear KPIs around acceptable delivery variance before campaigns launch to avoid disputes.