Makegood

Makegoods are the station's apology currency. When a spot doesn't air, airs at the wrong time, airs with audio problems, or the station fails to deliver the contracted rating points, the advertiser is entitled to makegood spots: free inventory that compensates for the shortfall. Makegood contracts are formally specified in the insertion order and governed by industry-standard rules about what qualifies and at what valuation.

Makegoods are a quality signal. A station running frequent makegoods is signalling operational issues: poor scheduling, technical instability, or over-selling against available rating points. Sales-intelligence platforms flag high-makegood stations as vulnerability signals, because advertisers running out of patience are open to competitor pitches.