A campaign report should do more than present a large audience number. It should help the client see what happened, where the story appeared and what can be learned from the results.
That starts with clear definitions. A confirmed interview booking, an aired segment, a digital placement and an audience estimate are different things. Each has value, but they should not be presented as though they mean the same thing.
Show the Work Behind the Totals
A useful report identifies the participating outlets and, when available, the program, market, interview date and air date. Links or airchecks let the client review the coverage and share it internally. Notes can explain schedule changes or other details that a total cannot capture.
This level of detail is especially useful when a campaign includes several kinds of coverage . It allows the client to see the actual placements instead of relying only on a summary figure.
Explain Audience Numbers Clearly
Reach and impression figures are estimates based on available audience information. They can provide helpful context for the scale of a campaign, but they are not a count of people who watched a particular interview from beginning to end.
We believe those estimates should be labeled and explained. Clients should be able to understand what a number represents and how it relates to the coverage documented in the report.
Look at the Content
The report should also help answer qualitative questions. Did the spokesperson explain the message clearly? Were the products shown well? Did the interview create a clip the brand may be able to use again, subject to the applicable rights?
Those observations can inform the next campaign. They may point to a stronger demonstration, a shorter answer or a story angle that generated more interest.
At PLUS Media, we view reporting as the final part of a well-managed campaign. It documents the work, gives the client usable materials and provides a practical basis for deciding what to do next.
