Mediacom audit: Audience misreporting may have been because staff wanted good client reviews, says CEO

Pejic

Pejic

The motivation for Mediacom staff who faked post-campaign reports appears to have simply been to get good reviews from clients, as the agency did not stand to gain financially, the company has said.

The practice entailed some staff in the Sydney office reducing client agreed audience targets for TV spots they had bought for Foxtel, Yum! Brands and IAG to make it look like they had hit targets.

TV schedules are generally measured on an agreed level of TARPs – target audience ratings points – a technical terms which refers to the percentage of people in a certain demographic who saw the ad. In effect, clients thought they had reached more people than they really had with their campaigns.

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