For buyers & sellers

One Week, Two Desks.

One synthetic Senate race, three Ohio markets: the same week of advertising, read from both sides of the table.

Run it on your race, or your market

The buyer’s desk FOUR BEATS

The alert, the rates, and the money back.

Walk the buyer’s week →

The seller’s desk FOUR BEATS

Your share, the gaps, and who to call.

Open the seller’s desk →

The buyer’s week

The buyer’s week in four beats, each drawn below: Monday the order posts: Granite State Forward PAC on WKLD, Cleveland, $84K across two weeks, on your screen the morning it posts. Tuesday the scoreboard: North River Senate across three markets, both sides’ aired dollars and the real Columbus CPP at $585 a point. Midweek the alert, then Baker: a spot caught on the apps with nothing on broadcast, and Baker answers what the other side booked, $180K on WKLD. Friday the clearance check: a $290 quote against $260 cleared in class, $12K back across a 400-spot flight.

Beat 1 · The order posts Jun 9 · 7:19 AM ET · the order alert · the worked week: Aug 11–18 Weeks to plan around new money in the race — not a scramble after it airs.
KPI · Order postedJun 9, 2026 · synthetic
Granite State Forward PACNorth River Senate
WKLD, Cleveland$84K · 2 weeksflight opens Aug 14

22 weeks · solid aired · hatched booked forward · outlined no order on file · Nov 3 ringed

Beat 2 · Orient Posted through Aug 14, 2026 One glance tells you what moved: both sides across all three markets, changes flagged.

CPPs computed from posted orders, not rate cards.

KPI · ScoreboardPosted through Aug 14, 2026 · synthetic

North River Senate · 3 markets · aired dollars, posted channels

Nora Hale for Senate (D)$2.4M
Ellery for Senate (R)$1.9M
Granite State Forward PAC$0.8M
2 more advertisers$0.3M
Real CPP, Columbus A35+$585/pt
Broadcast $3.6M · Local cable $1.5M · Radio $0.3M · Streaming: caught floor $960K · estimated minimum $1.58M, est. thru Aug 14 · not in the total
Booked forward $1.7M, on its own linewent dark: Hometown Values, Aug 11
Beat 3 · The alert, then Baker Aug 11 · 7:15 → 7:24 AM ET No opponent launch slips past you: caught on the apps, answered in plain language.
KPI · Creative AlertAug 11 · 7:15 AM ET · your inbox · synthetic
“First Light” · :30Heartland Priorities PAC · captured on Hulu · nothing on broadcast yet
KPI · BakerAug 11 · 7:24 AM ET · synthetic
“What did the other side book this morning?”
Ellery for Senate added $180K on WKLD, Clevelandearly news + prime · Sep 7–Oct 12 · posted 7:02 AM

The whole alert lives on monitoring; Baker on the platform.

Beat 4 · Hold the floor Political window · lowest unit rate Make sure no one pays less than you.

Pull what early news actually cleared: $30 a spot under your quote. That’s $12K back across a 400-spot flight.

KPI · Clearance checkWKLD · early news · :30 · FCC thru Aug 18 · synthetic
Your quote$290
Cleared in class, wk of Aug 3$260carry the page into the call
Outside group class reads separately: $355 · two Q4 peak wks: $445 / $610
Booked vs aired, your flight$96K / $71K$25K gap · before the make-good call

Illustrative rates, real market · the rate ledger.

THE DASHBOARDS BEHIND IT · SCOREBOARD · CREATIVE MATRIX · BUY SHEET · CREATIVE EXPLORER

Run this week on your race

Every morning after that, the whole book folds to the Scoreboard, and the seller’s week runs on the same data, one desk over.

The seller’s week

The seller’s week in four beats, each drawn below: Monday the order flow with your air marked: Ellery for Senate, $520K booked forward, none of it on your air. Tuesday the share check: 25% of aired against 19% of the forward book, the +$72K gap drawn. Midweek the streaming read: $432K estimated in your market, never in the TV total. Then the agency book: one agency at 9% of its book against your 25% market share, +$272K at your share. Friday the rate holds: the $355 outside-group page answers the $260 candidate quote, $17K stays on the books.

Station, rep firm, or app: the same week from any selling desk. Selling an app or a FAST (free ad-supported TV) service? Your dashboard is “Under the line”, and the proof-of-air export is yours.

Beat 1 · The order flow MON · TV posted thru Aug 18 Every order in your market, including the ones that didn’t come to you.

Your share is a number both sides of the table can check.

KPI · Market Order FlowColumbus · aired Jun 1–Aug 18, 2026 · synthetic
Market aired$3.8M · 6 advertisers · 3 races
Your air · WQZL$0.95M · 25% share
Ellery for Senate$520K booked fwd$0 of it on WQZL
Beat 2 · Your share TUE · aired vs. booked forward 25% of the aired dollars, but only 19% of the forward book.
KPI · Share checkWQZL · posted thru Aug 18 · synthetic
Your share of aired25% · $0.95M of $3.8M
Your share of the forward book19% · $1.2M booked fwd in market
The gap at your 25%, priced+$72K across two booked weeksWednesday’s calls
AIRED 25% FWD 19% · GAP +$72K
Beat 3 · The unfiled money TUE · streaming est. thru Aug 18 $432K running on the apps. No filing, nothing in the public file.

The read comes from measured homes, never the TV total.

KPI · Streaming, unfiledColumbus · est. thru Aug 18 · synthetic
Streaming, estimated$432K · outside the $3.8M aired
Advertisers on the apps, light on your airyour pitch list, named
Top-58 grain · Columbus qualifies
Beat 4 · Who to call WED · the agency book The agency buying around you: +$272K at your share.

Every agency’s book, linear and digital, priced at your share. One recovered order covers the subscription.

KPI · Agency bookstatewide · posted thru Aug 18 · synthetic
ITS BOOK, ON YOUR AIR +$272K AT YOUR SHARE 9% YOUR SHARE OF THE MARKET 25%
The full book, agency by agency, prints on the boards belowstreaming est. labeled
Contacts unlock on the walkthroughfirst call flagged

THE DASHBOARDS BEHIND IT · ORDER FLOW · UNDER THE LINE · CLASS GAP · AGENCY BOOK

KPI · The back half of the weekTHU · FRI · synthetic
THU · the make-good comes to youthe $25K booked-vs-aired gap, posted before the buyer calls
THU · the app desk’s proof callcompliance asks · the dated occurrence export answers
FRI · hold the ratethe buyer quotes the $260 candidate rate · the $355 outside-group page answersdifferent class, filed apart
FRI · and it holdsthe $355 stands across 180 booked spots$17K the class defense keeps on the books

Sell-side intelligence · the seller’s week

Money in market, not on your books yet.

$1.2 billion is already booked forward nationally (Inside Radio, reported from KPI forward-book data). Your market’s share of it, down to the agency.

On the buy side? The buyer’s week is above, or jump to the dashboards.

The view your buyers read, and the public file that defends your rate.

Order flow

KPI · Market Order Flow TV posted thru Aug 18 · streaming est. thru Aug 18, 2026TV 8.18 · est 8.18

Columbus

The market you sell · 6 advertisers · 3 races · aired Jun 1–Aug 18, 2026

$3.8M aired · $432K streaming est · $1.2M booked fwd
AdvertiserAired / est.Booked fwdAired share
Nora Hale for Senate (D) $1.24M $380K 33%
Ellery for Senate (R) first call · $520K booked fwd · 4 wks of orders, runs through Oct 12 · $0 of it on WQZL $1.02M $520K 27%
Granite State Forward PAC $836K $240K 22%
Heartland Priorities PAC streaming only · dollars estimated · outside the aired share $432K no fwd book est · no share
+ 1 more advertiser the walkthrough shows the full flow $388K $85K 10%
Hometown Values went dark Aug 11 · $48K booked, since cancelled $296K $0 8%
Your air · WQZL$0.95M of $3.8M aired · 25% share
How to read this board

Real market; synthetic stations, advertisers and figures · your air = the subscribing station

Share of the $3.8M aired in Columbus · posted thru Aug 18, 2026

The agency book

Find the agencies buying around you: every agency’s filed dollars against what is on your air, digital included; the names to call come with the subscription.

The agency book: every agency placing political money in the state, filed TV and radio dollars with streaming and digital estimates, what runs on your air, and your share of each agency's market dollars against your 25% average, with the contact column blurred until it unlocks. The first call is flagged: an agency at 9% of your market share with $272K on the table. Synthetic data.
Filed dollars, agency by agency, posted through Aug 18, 2026 · synthetic agencies, illustrative dollars

The digital seller’s board

The services under the line are the call list.

Station with OTT: your extension prints as its own service row, under your call letters.

THE SHAPE OF ONE: WQZL+ · YOUR OTT EXTENSION · $38K EST. · NEVER IN THE TV TOTAL · SYNTHETIC

App seller: the inclusion rule is one line, drawn on monitoring. If it renders on the TV glass, it’s read. Defend your price with the diagonal and the dated delivery receipt; your service’s own read opens on the walkthrough.

KPI · Spend share × viewing share · one state spend est. thru Aug 18 · viewing thru Aug 18, 2026
Scatter of streaming services: share of political dollars against share of viewing time, with a parity diagonal Twelve measured services plotted with viewing-time share across and political-dollar share up. A diagonal marks parity, where a service's share of dollars equals its share of viewing. Nine services sit near or above the line. Three sit below it, lit: the annotated one holds about four percent of viewing time but only about one and a half percent of political dollars. Under the line is the call list. Illustrative figures. SHARE OF POLITICAL DOLLARS estimated minimum SHARE OF VIEWING TIME measured smart-TV households 0 2.5 5 7.5 10% 0 2.5 5 7.5 10% parity: share of dollars = share of viewing One premium service: 1.5% of the political dollars against 4% of the viewing time, under its share. The gap up to the line is the pitch. 12 measured services in the covered set · names print in the product

Keep scrolling and the gap lights up.

Statewide, the under-the-line services sum to +$510K est.

Illustrative figures, synthetic state · measured streaming market only

The class gap

One buyer puts 4% of its streaming dollars into the class where the market puts 18%. At this market’s pace, that leaves an estimated $310K unclaimed in the under-bought platform class.

KPI · Streaming share · one buyer vs the market Streaming est. thru Aug 18, 2026

Ohio; Prairie Forward PAC’s estimated streaming mix against the market’s, by platform class

YouTube (TV screens) this buyer46% the market38%
Premium streaming this buyer34% the market27%
Free ad-supported TVunder-bought this buyer4% the market18%
Smart-TV channels this buyer16% the market17%

The 18%-vs-4% gap on free ad-supported TV is the pitch.

Real state; synthetic advertiser and shares · measured streaming spend by class, estimated · columns sum to 100%

Third-party proof your air ran

The receipt a political buyer’s compliance desk asks for on make-goods, dated and independent:

KPI · Occurrence exportSYNTHETIC ROWS · REAL FORMAT
TUE · AUG 11 · 10:41:12 PM ET · Columbus · your service · “First Light” :30aired · independent read
TUE 10:52:47 PM · Columbus · your service · “First Light” :30aired · independent read
third-party and datedindependent · the make-good sheet

The same third-party sheet family that flagged the $25K broadcast gap in the week above.

Every board exports. Group, duopoly, national, or app: the walkthrough runs on your full footprint.

Name the market you sell See the grid your buyers read

Synthetic races, stations and advertisers · real markets · the stamps and dates work exactly as shown

Name the race you buy, or the market you sell.

We pull it before the walkthrough.

One dataset under all of it: detection · the public file · the boards · Baker.

See the platform
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