Credit given to an advertiser (or advertising agency) by a publication or broadcast medium for an advertisement or commercial spot to make up for an error or unavoidable cancellation on the part of the publication or broadcast medium. The credit is usually in the form of a rerun of the advertisement or commercial.
In print advertising, the publisher must agree that an advertisement was poorly run. Generally, print makegoods are given when an advertisement has been placed in a position in the publication other than the one contracted for or when there has been some mistake on the part of the publisher in the printing of the ad copy.
In broadcast, a makegood may be offered in the form of an extra run of a commercial when the broadcast medium did not deliver the audience size or composition promised for a previously contracted commercial. Broadcast makegoods are also given when transmission was poor, through some fault of the broadcast medium, or when the commercial did not run as scheduled, through some unforeseen circumstance.
All makegoods are subject to negotiation between the advertiser (or advertising agency) and the medium.
