FAQs

A media audit is an independent review of an advertiser’s media investment to assess whether their campaigns are delivering the expected value, quality and effectiveness.

It evaluates areas such as media pricing, audience delivery, quality of placements, agency performance, transparency and alignment between media investment and business objectives.

A media audit provides advertisers with an objective view of whether their media budget is working as hard as possible.

Media is often one of the largest areas of marketing investment, but many advertisers do not have full visibility of whether they are receiving the best possible value.

A media audit provides confidence that:

• Media is being bought competitively
• Campaigns are delivering against agreed objectives
• Budgets are being invested in the right channels
• Agency performance is measured against independent benchmarks
• Opportunities to improve effectiveness are identified

The aim is not simply to reduce costs — it is to improve the overall return from media investment.

Media is often one of the largest areas of marketing investment, but many advertisers do not have full visibility of whether they are receiving the best possible value.

A media audit provides confidence that:

• Media is being bought competitively
• Campaigns are delivering against agreed objectives
• Budgets are being invested in the right channels
• Agency performance is measured against independent benchmarks
• Opportunities to improve effectiveness are identified

The aim is not simply to reduce costs - it is to improve the overall return from media investment.

Most advertisers benefit from regular media audits, typically annually or every two years depending on the size and complexity of their media investment.

Regular auditing helps advertisers understand market changes, track improvements and ensure their media strategy continues to deliver value.

No. A well-managed audit should strengthen the relationship between advertiser and agency.

The purpose of an audit is not to criticise an agency, but to provide transparency, identify opportunities and create a stronger partnership based on facts and shared objectives.

Many agencies welcome independent analysis because it helps demonstrate the value they are delivering.

A comprehensive media audit can cover all major media channels including:

• Television and BVOD
• Digital and programmatic
• Paid social
• Search
• Audio
• Outdoor and digital outdoor
• Cinema
• Print

The exact scope is tailored around the advertiser’s objectives, media mix and investment levels.

Depending on the channel, a media audit may assess:

• Media pricing and competitiveness
• Cost efficiencies such as CPMs and CPTs
• Audience delivery
• Reach and frequency
• Quality of placements
• Brand safety
• Viewability and digital performance
• Targeting effectiveness
• Compliance with agreed agency commitments

The opportunity varies by advertiser, category, media mix and current level of optimisation.

A media audit can identify areas where improvements can be made through better pricing, improved planning, stronger negotiation, reduced waste and more effective allocation of budget.

The biggest opportunities often come from improving overall media effectiveness rather than simply reducing costs.

No. Price is only one part of the picture.

A good media audit looks at the complete value equation:

Price + Quality + Delivery + Effectiveness + Transparency

A cheaper media placement is not necessarily better if it delivers the wrong audience or fails to support business objectives.

Typically, auditors will require:

• Media plans
• Booking information
• Agency invoices
• Campaign performance data
• Audience and delivery data
• Agency agreements and commitments

The process is designed to work collaboratively with both advertisers and agencies.

The timeframe depends on the size and complexity of the advertiser’s media activity.

A typical audit can take several weeks, allowing sufficient time to collect data, analyse performance, benchmark results and provide actionable recommendations.

An independent auditor provides an objective perspective that internal teams and agencies cannot always provide.

It gives advertisers confidence that decisions are based on market benchmarks, data and best practice rather than assumptions.

No. A media audit complements the work of a media agency.

The agency remains responsible for strategy, planning and buying, while the auditor provides independent challenge, insight and recommendations to help improve performance.

23 Media Audits combines independent expertise with a practical, hands-on approach.

We work alongside advertisers to understand their objectives, analyse their media investment and provide clear recommendations that can improve performance, transparency and return on investment.

Our focus is not just identifying issues — it is helping advertisers take action and achieve better outcomes.

A strong agency relationship is important, but independent scrutiny provides an additional level of confidence.

A media audit does not question the value of the agency partnership. It provides an objective view of performance, ensuring both advertiser and agency have a shared understanding of what is working well and where further opportunities may exist.

The best agency relationships are often strengthened by transparent, independent measurement.

Media agencies provide reporting, insights and recommendations as part of their role. However, an independent media audit provides a different perspective.

The auditor’s role is to assess performance objectively using market benchmarks, agreed criteria and independent analysis.

It provides advertisers with assurance that their investment is being managed effectively and that opportunities are not being missed.

A well-run audit should minimise disruption.

The auditor manages the process, clearly defines the data requirements and works collaboratively with both the advertiser and agency to gather the necessary information.

The objective is to provide valuable insight without creating unnecessary administration.

No. While audits can identify financial opportunities, the wider objective is to maximise the value of media investment.

A media audit can highlight opportunities around:

• Better audience delivery
• Improved media quality
• Stronger channel allocation
• Reduced waste
• Improved transparency
• Better use of data and technology
• Stronger agency accountability

The biggest gains often come from making smarter decisions rather than simply spending less.

Yes. Agency remuneration is only one part of media value.

A media audit examines the wider investment, including:

• Media pricing
• Quality of inventory
• Audience delivery
• Digital performance
• Contract commitments
• Transparency
• Effectiveness

A competitive agency fee does not automatically mean the media investment is delivering maximum value.

Yes. The value of an audit is not only determined by media spend size.

For many advertisers, improving efficiency, reducing waste and ensuring budgets reach the right audiences can have a significant impact, regardless of overall investment level.

The key question is whether the potential improvement in media performance outweighs the cost of independent review.

Most professional agencies understand the value of independent measurement.

A transparent audit process should be collaborative, focusing on facts, data and improvement opportunities rather than criticism.

Many agencies use audit findings as a way to demonstrate performance and strengthen client relationships.

A good media audit should go beyond reporting findings.

Recommendations should be practical, prioritised and linked to clear actions.

The value comes from helping advertisers make better decisions, improve processes and ensure future media investment delivers stronger outcomes.

Yes. Audit findings can provide valuable insight when reviewing agency performance or preparing for an agency selection process.

An audit can establish:

• Current performance benchmarks
• Areas requiring improvement
• Clear evaluation criteria
• Better informed decision-making

No. While analysing previous activity is important, the most valuable outcome is often forward-looking.

A media audit identifies improvements that can be applied to future planning, buying, measurement and agency management.

Specialist auditors bring deep media expertise and practical experience.

A focused media audit partner can provide senior-level involvement, detailed analysis and actionable recommendations without the complexity or overheads often associated with larger consulting organisations.

A successful audit should leave advertisers with:

• Greater confidence in their media investment
• Improved transparency
• Clear opportunities for improvement
• Better agency accountability
• Practical recommendations for future campaigns

The ultimate goal is simple: ensuring every pound invested in media works harder.

Many UK advertisers invest millions of pounds in media each year, but not every advertiser receives the same level of senior attention, strategic challenge and market insight as the largest global brands.

For advertisers spending up to £8m annually, media investment is still a significant business cost and a critical driver of growth. However, they may not always have access to the same level of benchmarking, independent challenge and specialist expertise available to the biggest advertisers.

23 Media Audits exists to bridge that gap.

We provide independent, senior-level media auditing and consultancy support designed specifically for UK advertisers who want greater transparency, stronger accountability and confidence that their media investment is working as hard as possible.

Media agencies naturally need to prioritise resources based on the scale and complexity of advertiser accounts.

For larger global advertisers, there are often dedicated teams, specialist support and significant negotiating influence.

For advertisers with media investments of £2m–£8m, an independent audit can provide additional leverage by bringing:

• Independent market benchmarks
• Specialist media expertise
• Senior-level scrutiny
• A clear understanding of market pricing and quality
• Objective assessment of agency performance
• Practical recommendations to improve future investment

A media audit gives advertisers the confidence that their spend is receiving the attention and optimisation it deserves.

The first audit establishes a clear baseline of performance and opportunity.

Many advertisers are surprised by the level of insight that can be uncovered when their media investment is reviewed independently.

A first-year audit can identify opportunities including:

• Whether media pricing is competitive
• Whether audiences are being delivered effectively
• Whether investment is allocated to the right channels
• Whether digital activity is delivering quality outcomes
• Whether agency commitments are being achieved
• Where processes and measurement can be improved

The findings create a roadmap for improvement that can benefit future campaigns and future years.

A media audit can help advertisers:

Improve value from existing budgets

The objective is not simply to spend less. It is to ensure existing investment delivers better outcomes through improved buying, planning, measurement and optimisation.

Create greater agency accountability

An independent view helps advertisers and agencies align around clear performance expectations and improvement opportunities.

Gain access to market intelligence

23 Media Audits provides insight into how media investment compares against relevant market benchmarks.

Strengthen internal decision-making

Marketing and procurement teams gain greater confidence when making decisions about media strategy, agency performance and future investment.

23 Media Audits combines the expertise normally associated with larger audit consultancies with the personal attention and flexibility of an independent specialist.

Clients benefit from:

• Senior involvement throughout the audit
• Practical recommendations rather than just reporting
• A deep understanding of the UK media market
• Independent challenge without conflicts of interest
• A partnership approach with advertisers and agencies

Our aim is simple: to help advertisers make better-informed decisions and ensure their media investment delivers maximum value.

Absolutely.

A media audit is not only valuable for the largest global advertisers. For many UK businesses investing between £2m and £8m in media each year, media represents one of their biggest marketing investments and a significant opportunity to improve effectiveness.

In fact, advertisers in this spend range can often benefit significantly from independent review because they may not always have the same level of benchmarking, specialist resource or negotiating influence available to the very largest advertisers.

Large advertisers often have dedicated teams, established processes and significant market influence. However, many mid-sized advertisers rely heavily on their agency relationship and may have limited internal resource to independently assess whether they are achieving the best possible value.

A 23 Media Audit provides:

• An independent view of media performance
• Access to relevant market benchmarks
• Greater transparency around investment
• Confidence that budgets are being optimised
• Clear recommendations for improvement

It gives advertisers the additional expertise and challenge needed to ensure their media investment is working as hard as possible.

The first audit is often where advertisers see the greatest opportunity because it establishes a clear benchmark of current performance.

A first-year review can identify:

• Opportunities to improve media pricing
• Whether campaigns are reaching the right audiences
• Areas of unnecessary wastage
• Improvements to planning and buying processes
• Whether agency commitments are being delivered
• Opportunities to improve digital quality and effectiveness

The findings create a foundation for continuous improvement in future years.

A well-managed audit should improve the agency relationship, not damage it.

The purpose is not to criticise an agency, but to provide a shared fact base and identify opportunities to improve performance.

Strong agencies understand that transparency, accountability and independent measurement are important parts of delivering better results for clients.

Even small percentage improvements can have a meaningful impact.

For example, improving the effectiveness of a £5m media investment by only a few percentage points can create significant additional value through better pricing, stronger audience delivery, reduced waste or improved channel choices.

The objective is to ensure every pound invested is delivering the strongest possible return.

23 Media Audits specialises in helping UK advertisers who are large enough to require expert media oversight but may not always receive the same level of independent scrutiny as the biggest advertisers.

We provide senior expertise, practical recommendations and a partnership approach to help advertisers gain greater transparency, improve performance and maximise the value of their media investment.

Many advertisers focus heavily on media strategy, planning and buying performance but give less attention to the contract that governs the relationship with their agency.

For larger advertisers, media contracts are often reviewed in detail by specialist procurement, legal and marketing teams. However, many advertisers investing £2m–£8m in media may not have the specialist resource or experience to challenge every area of their agreement.

A media contract review from 23 Media Audits helps ensure that the agreement provides the transparency, accountability and protections needed for a successful agency partnership.

A media agency contract defines much more than the agency fee.

It can determine important areas including:

• Transparency of media costs and remuneration
• Ownership and access to data
• Treatment of rebates, incentives and value exchanges
• Agency commitments and deliverables
• Reporting requirements
• Audit rights
• Digital transparency
• Use of technology and third-party suppliers
• Performance expectations

A well-structured contract creates a stronger foundation for both the advertiser and agency relationship.

Many mid-sized advertisers rely on their agency relationship and understandably focus on getting campaigns live and achieving marketing objectives.

However, without specialist media contract expertise, advertisers may accept standard terms that do not fully reflect their needs or provide sufficient visibility of how their investment is managed.

23 Media Audits helps advertisers ask the right questions and ensure key areas are clearly defined from the outset.

We review media agreements from a specialist media perspective, identifying areas where advertisers can improve transparency, strengthen governance and reduce potential risk.

Support can include:

• Reviewing existing agency agreements
• Identifying gaps in transparency or reporting requirements
• Assessing remuneration structures
• Reviewing audit and data access rights
• Ensuring responsibilities and commitments are clearly defined
• Providing recommendations before renewal or agency reviews

The ideal time is before signing a new agreement, renewing an existing contract or entering an agency review process.

However, a contract review can also provide value during an existing relationship by highlighting opportunities to improve transparency and governance.

A media audit looks at how media investment is performing.

A contract review looks at whether the agreement in place gives the advertiser the right visibility, protections and controls to manage that investment effectively.

Together, they provide a complete view of media value:

The contract ensures the right framework.
The audit ensures the investment delivers against expectations.

For many advertisers, improving media performance starts before the first campaign runs.

By combining media auditing expertise with contract insight, 23 Media Audits helps advertisers build stronger agency relationships, improve transparency and ensure their media investment is managed in their best interests.