What is a Makegood in advertising terms?

In advertising, a Makegood refers specifically to a proposed replacement of a pre-empted spot. This situation arises when an advertisement that was scheduled to air is displaced or removed, often due to higher-priority content being scheduled in its place. When this occurs, agents and advertisers typically negotiate a Makegood to ensure that the originally promised advertising exposure is fulfilled by rescheduling or replacing that advertisement at a later date.

This process is crucial for maintaining the integrity of advertising agreements and ensuring that advertisers receive the airtime they have paid for. It's a way for networks and stations to uphold their commitments to advertisers, thereby preserving trust and fostering ongoing business relationships.

The other options relate to concepts in advertising but do not accurately define a Makegood, focusing instead on viewer strategies, discounts, or contracts, which while relevant to the industry, do not pertain directly to the specific function and purpose of a Makegood in the context of ad placements.