Eureka is used to identify the sources and degree of inefficiency in a television media plan

Measuring the media investment impacted by competitive overlap:

In such a complex environment, a short term approach that is lacking in transparency and accountability proves detrimental to the brand and the advertiser.

A Planning Audit centers on:

• Establishing the extent to which campaign reach and frequency objectives were realized
• Analyzing the construct, size and length of the media campaign
• Measuring the proportion of media investment
  contributing to reach and frequency.
• Quantifying the proportion of media investment impacted by competitive overlap.
• Identifying areas of inefficiency. Determining the level of inefficiency
• Assessing impact and ROI for various elements of the media campaign

The Media Audit will help the Media Agency to:

• Augment efficiency through more informed decisions
• Control wastage arising from under-exposure / over-exposure
• Improve media campaign construct
• Fine tune channel/media investment strategy