An advertisement run as a replacement for one that was scheduled but did not run, or that ran incorrectly.
The rescheduling of a commercial announcement by a station free of charge, when the originally scheduled advertisement was missed, pre-empted or improperly run.
Substitute airtime that is given to the advertiser free of charge to make up for a commercial that did not air during a daypart that the advertiser had bought.
A publication that misses rate base (see definition) over a period of time or prints a poor reproduction of an ad will generally offer to republish the ad at no extra cost to the advertiser, or reduce or cancel the fee for the affected advertising.
A commercial or commercials run by agreement with the advertiser in place of one that did not run properly when scheduled. The scheduling of a makegood is subject to negotiation between the agency and the station. If no good replacement programming is found, an advertiser can take a credit for later use, or a cash refund.
A free ad that is run in a publication in order to "make good" on an ad that was previously run in an incorrect fashion, such as in the wrong position or one that contained an error caused by the publisher.