Situation A large, regional, upscale grocery chain, Hughes Markets had been with one of the nation’s largest ad agencies for many years. The agency promised superior rates based on their upfront negotiation of Hughes annual broadcast buy. Hughes wanted a second opinion. Result After analyzing the existing buy, we were able to renegotiate and repurchase the schedule to deliver a dramatic 18% in TRP’s at a 15% lower cost, an astonishing 33% improvement. We were also able to dramatically improve the balance of the schedule by efficiently upgrading the programming and increasing the number of commercial sponsorships. The client ultimately decided to reinvest their savings in order to significantly improve their advertising ROI.