INTERNAL REVIEW COPY — for Kyle @ More Advertising. Not for client distribution. Numbers are live API pulls; review before sharing.
Care That Fits You — Performance & Pacing
Reporting period: April 26 → June 6, 2026 · 42 days · day 42 of 84-day flight (50%)
Prepared for: Kyle Stubel, More Advertising
Pulled: June 23, 2026 12:07 PM ET
Flight budget (84 days): $93,042.00
Should have spent by 6/6
$48,500.34
All channels at plan daily × 42 days
Actually spent (our channels)
$33,377.12
69% of plan · $15,123.22 behind
Total impressions
4,134,559
Meta + Display + Search + CTV
Channels delivering
3 of 6
Meta, Google Display, CTV. YouTube/TikTok/LGBTQ not.
Budget pacing — plan vs. actual
At the halfway mark of the flight (day 42 of 84), uniform pacing says each channel should have spent its daily rate × 42 days. Here is plan vs. what actually ran.
| Channel | Should have spent | Actually spent | % | Status | Note |
|---|
| Meta — Facebook & Instagram | $10,687.32 | $11,081.43 | 104% | ON PACE | Running. Now also carrying the rolled-over TikTok budget (since 5/28). |
| Programmatic Display (Google) | $7,499.94 | $5,372.19 | 72% | UNDER | Delivering steadily near $124/day — under the $178/day plan rate. |
| CTV — Streaming TV (Vibe) | $8,625.12 | $16,768.39 | 194% | OVER | Running hot vs the CTV-only line — but see combined streaming note below. |
| LGBTQ Premium (Revry/OutTV/Q.Digital) | $8,625.12 | $0.00 | 0% | NOT VISIBLE | Not visible in our APIs. Vibe's mix is ~all general FAST/CTV, not premium LGBTQ networks. Confirm whether More Advertising runs this leg directly. |
| YouTube (Demand Gen) | $7,124.88 | $0.00 | 0% | NO SPEND | $0 delivery across the whole window. Campaigns ENABLED but never served (suspension / delivery block). |
| TikTok | $5,937.96 | $0.00 | 0% | NO SPEND | Never green-lit. Full $7,917 budget rolled into Meta on 5/28. |
| Total (channels we manage) | $48,500.34 | $33,377.12 | 69% | | Google Search add-on ($155.11) included in actual; not a planned line. |
Bottom line: Plan called for $48,500.34 by June 6; we have spent $33,377.12 on the channels we directly manage — about 69% of plan, ~$15,123.22 behind. The gap is almost entirely three legs: YouTube $7,124.88 never delivered, TikTok $5,937.96 was killed and rolled into Meta, and the LGBTQ-premium leg $8,625.12 is not visible in our platforms. CTV is running well ahead of its single line and is effectively absorbing the combined streaming budget.
Streaming reconciliation: The plan lists CTV and LGBTQ Premium as two separate $8,625.12 lines (combined $17,250.24). Vibe's actual streaming spend of $16,768.39 = 97% of that combined budget. But Vibe is delivering ~99% on general FAST/CTV apps (Tubi, Pluto, WatchFree+, Paramount, Hulu) — the named LGBTQ-premium networks (Revry/OutTV/Q.Digital) show ~$0. Action: confirm whether More Advertising is running the LGBTQ-premium leg directly, or whether that budget is intentionally folded into the general CTV buy.
Cross-check: 42/84 days = 50% of the flight. 50% of the $93,042.00 total budget is $46,521.00. The $48,500.34 plan figure is slightly higher because TikTok's shorter 56-day flight front-loads its daily rate.
Platform snapshot
Meta (Facebook & Instagram)
Running$11,081.43
1,832,374 impressions
Link clicks19,473
Reach404,345
CTR1.14%
CPC$0.53
CPM$6.04
ON PACE104% of $10,687 planned
CTV — Streaming TV (Vibe)
Running$16,768.39
616,962 impressions
Completed views606,468
Households178,016
VTR98.3%
CPM$27.18
Cost/view$0.028
ON PACE97% of $17,250 planned
$5,372.19
1,685,009 impressions
Clicks1,616
CTR0.10%
CPC$3.32
CPM$3.19
Search add-on$155.11
UNDERPACE72% of $7,500 planned
YouTube (Demand Gen)
No delivery—
— impressions
Status$0 served
Plan to date$7,124.88
Delivered$0.00
Campaigns2 ENABLED, 0 serving
—
— impressions
StatusRolled to Meta
Plan to date$5,937.96
Delivered$0.00
Budget moved$7,917 → Meta 5/28
—
— impressions
StatusOutside our APIs
Plan to date$8,625.12
In our data$0.00
Runs viaMore Advertising?
Account-level totals
4 active CTFY campaigns on The Gaygency Meta account (act_893002460051823). $11,081.43 spent on 1,832,374 impressions reaching 404,345 unique people. Meta now carries the rolled-over TikTok budget and stepped up to ~$432/day on 5/28.
Per-campaign breakdown
| Campaign | Spend | Impr. | Reach | Freq | Clicks | CTR | CPC | CPM | Land. views | Engmt |
|---|
| TOF — Static Images (Square) | $1,624.02 | 151,659 | 65,089 | 2.33 | 2,969 | 1.96% | $0.55 | $10.71 | 1,140 | 2,639 |
| TOF — Static Images | $2,884.72 | 322,922 | 171,526 | 1.88 | 7,511 | 2.33% | $0.38 | $8.93 | 4,386 | 7,428 |
| TOF — Awareness | $3,265.48 | 184,123 | 97,972 | 1.88 | 2,333 | 1.27% | $1.40 | $17.74 | 0 | 135,868 |
| TOF — Carousel | $3,295.41 | 1,173,421 | 122,391 | 9.59 | 8,069 | 0.69% | $0.41 | $2.81 | 3,884 | 32,533 |
| Total | $11,069.63 | 1,832,125 | 404,345 | 4.53 | 20,882 | 1.14% | $0.53 | $6.04 | 9,410 | 178,468 |
Watch: Carousel frequency is at 9.6× with a 0.69% CTR — below the static cuts. The 6 dark days visible in the daily chart (no spend) are why Meta is only ~104% of its original line despite the higher daily; on the combined Meta+TikTok budget it is still catching up.
Google — Display & Search
Display (Programmatic): $5,372.19 on 1,685,009 impressions, 1,616 clicks (0.10% CTR). Search add-on: $155.11 on 463 impressions, 60 clicks (12.96% CTR). YouTube/Demand Gen: $0 (see below).
| Campaign | Type | Spend | Impr. | Clicks | CTR | CPC | CPM |
|---|
| About CTFY | Display | $5,372.19 | 1,685,009 | 1,616 | 0.10% | $3.32 | $3.19 |
| Website Traffic | Search | Search | $155.11 | 463 | 60 | 12.96% | $2.59 | $335.02 |
Display is pacing under plan (~72% of the $178/day line) and no conversion actions are firing — fine if it is pure awareness, but worth aligning a conversion goal. Excluded from this report: GADS_Search_Gaydar_Brand_US_2026-06 (non-CTFY campaign in the same Google account, $0).
CTV — Streaming TV (Vibe)
Daily delivery
41 consecutive days. $16,768.39 on 616,962 impressions, 606,468 completed views, 98.3% completion, 178,016 household-impressions. Massachusetts is 99.9% of spend.
Creative performance
Three cuts in rotation; completion is exceptional across all three.
| Creative | Spend | Impr. | Compl. | VTR | CPM | HH |
|---|
| CTFY_Unique_15s_A_Horizontal_CTV_Final | $6,877.69 | 253,302 | 249,185 | 98.4% | $27.15 | 129,762 |
| CTFY_Unique_15s_B_Horizontal_CTV_Final | $6,866.14 | 253,022 | 249,005 | 98.4% | $27.14 | 129,411 |
| CTFY_Unique_30s_1080p_16x9_OpenCap_Final | $3,024.53 | 110,638 | 108,278 | 97.9% | $27.34 | 71,696 |
Channel mix (top 12, real names)
Actual Vibe channel delivery — general FAST/CTV apps. Not the LGBTQ-premium networks named in the plan.
| Channel | Spend | Share | Impr. | VTR | CPM |
|---|
| Tubi | $2,730.86 | 16.3% | 95,169 | 97.8% | $28.69 |
| WatchFree+ | $2,330.55 | 13.9% | 97,052 | 98.3% | $24.01 |
| Pluto TV | $2,130.57 | 12.7% | 82,925 | 98.8% | $25.69 |
| Paramount Streaming | $1,405.18 | 8.4% | 33,655 | 98.6% | $41.75 |
| LG Channels | $1,141.64 | 6.8% | 52,015 | 97.9% | $21.95 |
| DIRECTV | $996.55 | 5.9% | 39,127 | 98.9% | $25.47 |
| Warner Bros Discovery Network | $966.24 | 5.8% | 36,270 | 98.9% | $26.64 |
| Hulu | $945.45 | 5.6% | 26,926 | 99.5% | $35.11 |
| fuboTV | $766.45 | 4.6% | 26,621 | 97.5% | $28.79 |
| Disney+ | $425.21 | 2.5% | 12,504 | 99.3% | $34.01 |
| MSNOW | $294.58 | 1.8% | 10,749 | 99.2% | $27.41 |
| CNN | $288.26 | 1.7% | 10,224 | 98.6% | $28.19 |
Screen mix
Delivering correctly to TV screens.
Geographic concentration
In-state Massachusetts delivery; top DMAs below.
| DMA | Spend | Impr. | HH |
|---|
| 506, Boston, MA-Manchester, NH | $12,114.55 | 444,430 | 128,623 |
| 543, Springfield-Holyoke, MA | $2,481.14 | 91,885 | 26,595 |
| 521, Providence, RI-New Bedford, MA | $1,358.36 | 50,493 | 14,529 |
| 532, Albany-Schenectady-Troy, NY | $806.98 | 29,829 | 8,000 |
| 533, Hartford & New Haven, CT | $2.84 | 107 | 39 |
| 566, Harrisburg-Lancaster-Lebanon-York, PA | $1.81 | 85 | 31 |
| 511, Washington, DC (Hagerstown, MD) | $1.61 | 87 | 21 |
| Other | $0.77 | 33 | 15 |
YouTube · TikTok · LGBTQ Premium
YouTube (Demand Gen): $0 delivered across all 42 days. Two campaigns show ENABLED but never served — zero impressions, zero spend. Planned to date: $7,124.88. This is the single largest piece of the pacing gap. Needs a delivery diagnosis (policy/suspension) or a decision to redeploy the budget the way TikTok's was.
TikTok: closed. Never green-lit. The full $7,917 TikTok budget was rolled into Meta on 5/28 (Meta stepped from ~$285/day to ~$432/day). Planned-to-date on the TikTok line: $5,937.96, now flowing through Meta instead.
LGBTQ Premium (Revry / OutTV / Q.Digital): not visible in our APIs. Planned to date: $8,625.12. Vibe's delivery is ~99% general CTV, so this named leg is either running directly through More Advertising or folded into the general CTV buy. Confirm before the client presentation.
Headline takeaways
- Halfway through the flight, we are ~69% paced on the channels we manage ($33,377.12 of $48,500.34 planned). Three legs explain the gap: YouTube ($0), TikTok ($0, rolled to Meta), LGBTQ premium (not in our data).
- CTV is the workhorse. 98.3% completion on 616,962 impressions, and it is effectively carrying the combined streaming budget (97% of the CTV+LGBTQ lines).
- Meta is solid but lost ~6 dark days. 9,410 landing-page views, 178,468 engagements at 1.14% blended CTR. Carousel needs creative rotation (freq 9.6×).
- Two things to confirm before the client deck: (a) the LGBTQ-premium leg — is it running anywhere? (b) the YouTube $0 — fix or redeploy?
- Channel-name accuracy: this internal copy shows Vibe's real channel names (Tubi, Pluto, WatchFree+, …). The earlier client report relabeled these to LGBTQ/premium network names — worth reconciling so the client deck is accurate.