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TERM
Non-Working Dollars
Budget spent on production or fees, not media delivery.
Definition
Non-working dollars cover creative, agency, and production costs that do not deliver impressions directly.
How to Calculate
Split budget into working and non-working lines and track shares.
Why it Matters
Keeps focus on spend that reaches shoppers.
Key Advantages
Improves media efficiency.
Example
20 percent of the plan is non-working.
Use it to
Account for production, agency, and other costs that do not place media in market. Compare working versus non‑working ratios to keep total spend aligned with effectiveness goals.
