The first goal of the Research Department is to aid the sales staff in producing accurate and timely avails. The Sales Planner is a computerized listing of all station inventory, including historical information and projections for the next two business quarters, which take into account seasonal viewing levels. Comments are written which emphasize the strengths of the client station and also make clear the weaknesses of the competition. Estimates are formulated for higher audience delivery, based on growth trends, competitive declines, and program changes on the client station or on the competition. Estimates for the performance of sports telecasts and specials are devised, taking into account the past achievement of such events.

The salesperson edits the information in the Sales Planner in the construction of avails, which include the rating books, demos, dayparts and events which are appropriate for each buy.

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