By Sagar Shankaran, Founder of CallSphere
Broadcast reconciliation eats 26 hours a month at a mid-market agency. How 2026 document readers handle faxed affidavits, margin notes and makegoods.
Key takeaways
Walk into a 20-to-40-person full-service shop during the first two weeks of any month and you will find one desk nobody interrupts. It belongs to whoever your org chart calls the media billing coordinator — at a smaller agency it is the office manager who also runs payroll — and from the fifth to the fifteenth that desk is where last month's broadcast buy gets turned into something you can actually invoice.
The pile is not one kind of paper. There are invoices generated out of WideOrbit and Marketron that arrived as emailed PDFs, every station's grid laid out differently. There is a cable invoice from the local Effectv or Spectrum Reach office covering three zones and 400 lines. There is a faxed page from a two-station radio group in a market of 90,000 people, still coming through the fax-to-email line you keep alive for exactly this reason. There are affidavits of performance with a notary stamp half over the text. And there is the part that matters most: a rep's handwriting in the margin, reading "pre-empted 10/14, MG ran 10/21 6:22a, same daypart."
Nobody in your shop signed up for this. Your coordinator was hired to keep buys straight and reps honest. Instead she spends the first third of every month retyping air times off other people's paperwork.
People outside the business assume media billing means checking that an invoice total matches an order total. It does not. Reconciliation is spot by spot: this station said it ran a :30 on Thursday the 9th at 6:47 a.m. in morning drive at the negotiated rate, carrying Ad-ID code XYZA1234H. Did it? Was it the right creative — the dealer's October tag, not September's expired offer? If it was pre-empted, is the makegood in the same daypart or did they quietly move you to Sunday at 5 a.m.?
Your buy sits in Strata or Mediaocean. The proof sits in the pile. Somebody puts them side by side, keystroke by keystroke, then decides what to do about every line that disagrees: request a credit, accept the makegood, take the bonus spots, or eat it. Only after that argument is settled do you bill the client and pay the station — and the collections call comes to your office, not the dealer's.
A 2026 document reader for media billing is software that opens the station invoice in the shape it actually arrived — faxed, scanned, photographed off a phone, with the rep's handwriting still in the margin — and matches every aired spot back to the line you bought, without a person retyping a single air time. That is the whole of it. It does not negotiate. It reads.
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This is a federal election year, and the lowest unit charge window is not a marketing concept — it is a rule your commercial clients feel. Stations must sell qualified candidates their lowest unit charge for the class of time inside 45 days of a primary and 60 days of a general election. With the general on 3 November 2026, that window opens in the first week of September for every station your buyers touch.
What follows is predictable and, for a regional agency with retail and automotive clients, brutal. Candidate spots at the lowest rate are effectively non-pre-emptible, so your furniture retailer's Q4 schedule is the inventory that gets bumped. From September through election day your pre-emptions rise, your makegoods rise, invoices arrive later because station traffic departments are drowning too, and the discrepancies you must chase multiply in the exact month your clients spend the most.
flowchart TD
A["Emailed WideOrbit PDF"] --> D["Reader pulls date, air time, length, Ad-ID, rate"]
B["Faxed radio affidavit with notary stamp"] --> D
C["Phone photo of the billboard posting proof"] --> D
D --> E["Match each spot to the ordered line in Strata"]
E --> F{"Aired as ordered?"}
F -->|Yes| G["Queued for client billing"]
F -->|No| H["Exception: pre-empt, wrong daypart, wrong Ad-ID, short rate"]
H --> I["Coordinator calls the rep for a credit or a makegood"]
Agencies have been sold document scanning before. The 2024 version wanted a clean text-layer PDF and a template per station, and the month a station redesigned its grid the template broke and everything fell back on the coordinator. What matured through 2026 is different in a way you can test in an afternoon: the reading is now good enough for ugly inputs — a phone photo taken at an angle in a dealer's back office, a fax that lost the bottom of its numbers, a signature crossing the date column, handwriting in a margin. It reads the artifact the way a person reads it instead of demanding a clean version first, and it tells you which corner of which page each number came from.
Insist on that last part. If it cannot show you the spot on the page it read, you cannot defend a credit request to a station rep, and you should not put it near your billing.
Here is the shape of the day when it works. Your coordinator drops the month's folder — 43 files, mixed PDFs, faxes and two photographed proof-of-posting sheets from the outdoor vendor — into one place at 7:50 a.m. By the time she is back with coffee, every invoice has been read and every line matched against the orders in Strata.
What she opens is not 4,200 lines. It is an exception list: 61 lines that disagree with the buy, sorted by dollar value, each showing the ordered line, the claimed air time and a crop of the invoice region it came from. Eleven are pre-emptions with makegoods offered in a weaker daypart — a phone call to the rep. Nine are wrong Ad-ID codes, meaning September's creative may have aired in October, which is a client conversation and possibly a credit. Six are rate discrepancies. The rest is ordinary broadcast noise: a missing line, a duplicate, a bonus spot the station threw in. She works the exceptions, which is the job she was hired for, and billing goes out on the 11th instead of the 17th.
Illustrative, using round numbers a mid-market shop would recognise. Run yours before you believe mine.
| Per month | Keying by hand | Reading the artifact |
|---|---|---|
| Hours on reconciliation | 26 | 7 (exceptions only) |
| Coordinator cost | $988 | $266 |
| Billing errors that reach the client | $644 | $180 |
| Credits never chased | $1,240 | $310 |
| Software cost | $0 | about $45 |
| Total | $2,872 | $801 |
Call it roughly $2,000 a month and 19 hours back, or something in the mid-$20,000s a year for a shop of that size. The 19 hours are the more interesting number, because in September and October of an election year those are the hours you do not have.
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Do not let anything automatic talk to a station rep. Whether to accept a makegood in a softer daypart, whether to push for cash credit instead, whether to let a small credit ride because you want that rep's inventory in Q4 — that is a relationship judgment with money in it, and the reader has no standing to make it.
Keep a human on approvals for anything that changes a client invoice. Keep the original notarized affidavits filed as they arrived; if a spot ends up in a manufacturer co-op claim or a station's political file, the original document is the record and a read of it is not. And never send a credit request built on a machine-read air time without your coordinator eyeballing the page crop first — a traffic manager will find the one line you got wrong, and your credibility for the next twelve requests goes with it.
One more honest limit: if your buys are not clean in Strata or Mediaocean to begin with, matching against them just produces confident nonsense faster.
Sometimes the numbers are selectable text and sometimes they are a picture of numbers, and it varies by station and by month. More to the point, the parts that decide money — the notary block, the pre-emption note in the margin, the makegood scrawled at the bottom — are almost never structured. Those are exactly the parts that became readable in 2026.
No. Your orders, avails and buy management stay where they are. The reader sits in front of them, turning the incoming pile into lines it can compare against the buy you already entered.
Nothing, and that is the change worth testing. Older scanning tools were built per layout and broke on redesign. Reading a page the way a person reads it means a new grid is just a new grid.
It finds and sorts the pre-emptions and matches the makegoods, which is the tedious part. It cannot decide whether a 5 a.m. Sunday makegood is acceptable for your furniture client's holiday sale. That call is your buyer's, and it happens on the phone.
Monday, take last month's folder — the one you already reconciled, where you know every right answer — and have it read cold. Compare its exception list against what your coordinator found. In an afternoon you learn three things: how much of the pile it reads unaided, which stations produce paper it struggles with, and how many discrepancies your team missed under time pressure. Then run one client live in November with the coordinator approving every exception.
Billing season also generates phone calls — the station rep chasing payment, the client's controller asking where the invoice is, a dealer calling about a co-op deadline — and they land in the two weeks when everyone who could answer them is buried. CallSphere builds AI voice and chat agents that answer the agency's main line and web chat around the clock, take the caller's account and question, book time on the right person's calendar, and hand over a transcript. It does not reconcile your broadcast invoices. It keeps the ninth of the month from costing you a new-business call.
Written by
Sagar Shankaran· Founder, CallSphere
LinkedInSagar Shankaran is the founder of CallSphere, where he builds production AI voice and chat agents deployed across healthcare, hospitality, real estate, and home services. He writes about agentic AI, LLM engineering, and shipping voice agents that handle real calls in production.
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