Your Traditional TV campaign is running - now it's time to see how it's performing. Traditional TV reporting works differently than the real-time metrics you might be used to with streaming advertising. Your campaign data becomes available in stages, not all at once. Understanding this timeline will help you know what to expect and when to access your campaign data.
You can access the sample Traditional TV campaign report at the following link.
Your Data Arrives in Two Stages
Stage 1: Preliminary Data
When you'll see it: Within 48 hours after your ads begin airing.
Preliminary data gives you early insights into your campaign while it's airing. This includes estimated impressions and reach, planned channel distribution, targeted programs, genre breakdowns, and much more. While this data isn't final, as scheduled spots can be preempted or rescheduled due to programming changes, breaking news, or other factors, it offers valuable benefits. You can review your campaign setup and monitor expected performance before final results are available.
Think of it as: An initial view into your campaign’s delivery, not finalized, but helpful for early insights.
Stage 2: Finalized Data
Finalized data becomes available approximately 7 days after your ads air. It serves as the source of truth for campaign performance, confirming exactly when each spot ran, on which networks and programs, and providing verified impression counts, CPMs, and other key metrics.
Behind the Scenes: Your Campaign's Journey
Here's what actually happens from purchase to reporting:
Before Your Ads Air:
Your spots are booked — The TV inventory is purchased and scheduled for specific time slots and shows
Networks create the schedule — Plans are created showing when each commercial will air
When Your Campaign Begins:
Automated monitoring kicks in — Independent systems track and log your ad impressions in real time, forming your preliminary data.
Networks log everything — Stations create their own official records of what aired
After Your Ads Air:
Networks verify and finalize — All data is processed, verified, and reconciled into official post-logs (this becomes your finalized data)
Why Does This Happen?
Unlike digital ads that track instantly, networks need time to collect and verify data from all these sources - reconciling what was scheduled with what actually aired across hundreds of stations.
The good news? With Skybeam, you don't have to wait in the dark as preliminary data keeps you informed while networks compile their official records.
To understand Traditional TV advertising better, see our Traditional TV Overview
Reading Your Dashboard
At the top of your reports, you'll see a Reporting Timeline that acts like a status bar:
Blank sections: Future dates with no data available yet.
Hatched sections: Preliminary data is available, and we're still gathering final data here.
Colored sections: All set - these numbers are final.
Most metrics adjust only slightly between preliminary and final, so you can confidently track trends right away. The preliminary data gives you a reliable picture of performance while you wait for the official network numbers.
Your Five Key Reports
1. TV Markets Map
Track how your ads perform across different cities and regions. These insights help shape your next campaign strategy. Note that larger markets typically have higher CPMs — this reflects their broader reach and competitive inventory.
Learn more about how TV markets work here.
2. Channels Breakdown
Discover which channels deliver the best results – this report often reveals unexpected value from channels you might not have considered initially.
3. Time Delivery Heatmap
This colorful grid shows when viewers actually saw your ads. Dark spots = prime viewing.
4. Programs Report
See exactly which shows aired your ads. This report shows where your campaign delivered across different programs, helping you understand your ad placements and overall distribution.
5. Genres Pie Chart
A quick visual breakdown of your campaign's genre distribution — news, entertainment, drama, reality TV, and more.
6. Reporting Table
Dive into the delivery and performance across each campaign dimension — including individual TV markets, Channels, Programs, Genres, Location, and Time — to gain detailed insights and identify patterns.
The Bottom Line
Preliminary data = your friend for quick insights
Finalized data = your source of truth for results
Both are valuable — one helps you learn fast, the other helps you measure accurately. Together, they give you the complete story of your TV campaign's performance.