How to Use Average, Low and High Strategically in SQAD Spot TV

SQAD is the early warning system for an unpredictable market - and how best to deal with changes in broadcast or cable programming, ratings and consolidation. Here's how buyers and sellers can maximize their market intelligence using SQAD's three cost levels:

AVERAGE

Average is developed using current contributor data. Historical data is used for missing dayparts and targets.

Use Average when there are standard buying guidelines and/or daypart mix, the market conditions are stable and when there is approximately 13 weeks or less lead time.

LOW

Low is calculated by extracting CPPs that fall below Average figures, then applying a computed index against SQAD Average estimates.

We recommend using Low when there are non-restrictive buying guidelines and/or broad daypart mix, market conditions are softer and there is generally more than 13 weeks lead time.

HIGH

High is calculated by extracting CPPs that fall above Average figures, then applying a computed index against SQAD Average estimates.

Use High when there are restrictive buying guidelines and/or daypart mix, tight or unstable market conditions and generally less than 13 weeks lead time.

A few other tips:

When budgeting: Use the most current issue of SQAD available, and check monthly updates for significant changes.

When comparing: Use the last month of each quarter as it includes the accumulated buys for that quarter.

Competitive information: For a complete competitive picture, consider looking at similar-sized DMAs or analyzing costs for local radio.

Additional training on how to use SQAD and more information on our methodology is available at info@sqad.com.