TV & CTV performance audits that drive impact and don’t just measure impressions.

ECI delivers data-led TV and connected TV audits to benchmark media value, verify pricing, and optimize reach efficiency across linear and streaming platforms.

Contact us to discuss your TV & CTV audit review

 

 

Unsure if your TV or streaming buys are delivering real value?

Linear and connected TV buys are complex with opaque pricing, overlapping audiences and inconsistent measurement often leading to a lack of transparency.

"Are we overpaying for reach? Is our CTV investment delivering against KPIs?"

With inflation pressures and rising digital spend, a TV & CTV performance audit ensures your budget is working as hard as it should.

 

Why choose ECI for your TV & CTV audit?

  • Independent and brand-aligned – no broadcaster, vendor or agency bias
  • Coverage across traditional and streaming buys
  • CPM and CPT benchmarking by region and audience
  • Viewability and brand safety analysis on CTV buys
  • Planning efficiency and frequency performance reports
  • Data-driven, actionable recommendations for future optimization

“ECI helped us validate our CTV partners’ delivery and rebalance our spend for better efficiency. We gained reach without increasing cost.”
 – Media Lead, Financial Services

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Who we are

ECI Media Management is a global media performance consultancy, trusted to audit billions of dollars in media spend annually across TV, CTV, online and more.

We combine decades of experience with proprietary tools like Target Mark® to assess campaign quality, pricing and delivery. Our independence means we only work in the interests of advertisers - not media owners or agencies - ensuring true transparency and accountability.

Whether you’re buying primetime linear TV, BVOD, AVOD, or FAST channels, our media performance audits uncover where value is gained - and lost.


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Our clients

We are proud to work with some of the world’s best-known brands, from a multitude of different industries and geographies and each with their own unique need for the data-driven insights that ECI Media Management delivers. 

Read case studies

What’s included in a TV & CTV audit

Linear TV audit

  • Benchmark CPT and CPM vs. market norms
  • Analyze frequency, reach quality, targeting effectiveness and spot placement
  • Evaluate planning assumptions and channel mix

 CTV & streaming audit

  • Audit AVOD, BVOD and FAST channel buys
  • Assess transparency, brand safety, and excessive frequency 
  • Validate agency or vendor delivery vs. plans

Performance & value tracking

  • Use Target Mark® to measure campaign quality
  • Verify inflation justifications from vendors
  • Identify reallocation opportunities across platforms or dayparts

Real-world scenario:
UK FMCG brand

After years of steady investment in TV and CTV, a UK household goods brand asked ECI to audit performance across Sky, YouTube and broadcaster VOD.

 Result: +12% efficiency through reach optimization and improved daypart planning – all within existing budget.

Who benefits from a TV & CTV audit?

  • Brands investing in TV and streaming
  • CMOs seeking media accountability in the face of inflation
  • Procurement teams validating vendor pricing and delivery
  • Media managers preparing for contract renewal or planning cycle
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Frequently asked questions about TV & CTV audits

1. What’s included in a TV & CTV audit?

We audit your buys across traditional TV, AVOD, BVOD and FAST channels — benchmarking costs, evaluating delivery and checking planning quality.

2. Do you cover both national and regional buys?

Yes — we benchmark across both local and national CPTs, frequencies and reach.

3. How do you audit CTV?

We evaluate CTV partners, platform delivery, frequency, brand safety, and buying transparency – including impressions, viewability and vendor reporting.

4. Can this audit identify wasted spend?

Yes — we regularly uncover overlap, inflated CPMs and delivery shortfalls, helping brands reallocate budget for better performance.

5. Do you need access to contracts or raw delivery data?

Yes - the more data we access, the more accurate and actionable our insights are. Our tools allow us to efficiently access raw data and any ad tech or system used by clients and agencies.

6. How often should we audit our TV & CTV buys?

Most clients conduct half-yearly or quarterly campaign-cycle audits.

7. Do you cover global or multi-market TV buys?

Yes - we operate across 80+ countries and can benchmark both local and international investments.

8. How is CTV measured differently from TV?

CTV is impression-based (vs. GRP), and measurement varies widely. We bring consistency and clarity using cross-platform evaluation models.

9. Do you audit agency and DSP delivery?

Yes — we verify vendor and DSP-level data to ensure buys match agreed KPIs and terms.

10. What results can we expect?

Many brands achieve 10-20% value gain through smarter planning, improved cost efficiency and maximized media quality.

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