A seller's commitment that a schedule will deliver a stated number of impressions or rating points against a demographic, with makegoods owed for any shortfall. Guarantees are standard in upfront deals and in programmatic guaranteed, and the audience measurement underlying them is the currency.
Used in The Signal
Cite this entry:
Agency Echelon. "Program Guarantee." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/program-guarantee/