2026 Ad Club Media Auction
What we’d buy—
and what we’d skip.
We reviewed every package against Benchmark’s audience, priority markets and community needs. Here’s where we’d invest.
How to use this view
Start with our core recommendation. Then review the market-specific options and tests. Select any package for the auction details and our take.
Our recommendation
Prioritize local reach. Add targeted scale. Skip broad inventory.
We’d put most of the investment behind local TV, radio and trusted local media, then use targetable digital and market-specific placements to fill clear gaps.
Core portfolio
Start with proven local reach
Our core brings together local TV and radio, trusted Massachusetts media and addressable digital. It builds broad awareness without losing sight of the communities that matter.
——Total current bids on open core packages
Market-specific buys
Fund these market by market
The Washington Post for ALX, Maine Trust for BSY, The Republican for ACD/OVW and select OOH make sense as community-level buys—not system-wide investments.
——Total current bids on open market overlay packages
Tests and passes
Test what can be targeted. Pass on the rest.
We’d test ideas that can reach the right age, income and geography. We’d pass on national inventory that creates too much waste, regardless of the discount.
——Total current bids on open test packages
Where we’d invest
Open core packages—
01
Core recommendation
The best combination of audience, market and cost. These are the packages we’d prioritize.
02
Market-specific opportunities
Good options for a named community or market, funded against a local need.
03
Worth testing
Promising ideas with a clear test role—not a replacement for the core.
04
We’d pass
The audience, geography or cost does not justify the investment.
Full auction
See every package.
We included every listing so the team can see what we reviewed. Sold and closed packages are hidden by default.
Recommend
We’d prioritize this package based on its audience, market and value.
Consider
We’d use this for a specific market need or a defined test.
Deprioritize
We’d put the budget elsewhere.
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