TORONTO - BBM Canada today announced a major expansion of its Competitive Television Tracking service.
With the support of broadcasters and advertising agencies, the Montreal-Franco market has been added to the currently monitored markets of Toronto and Vancouver, effective September 27th, 2004, said the company.
Both conventional and specialty stations will be digitally monitored, and the commercial data will be linked to the recently commercialized Portable People Meter (PPM) ratings. Data will be available to clients on a weekly basis, seven business days after the end of a broadcast week.
"We are very encouraged by the support and acceptance for our launch in Montreal Franco. Experience has taught us that the commercial occurrence data will provide advertisers, agencies and broadcasters with new insights into how to compete more effectively," said Ron Bremner, vice-president, television, BBM Canada.
With this expansion, BBM will provide subscribers with comprehensive competitive intelligence for the three major Canadian Television markets. Subscribers receive access to all advertising categories, companies, brands and creative themes. In addition, as a result of capturing all new television commercials, BBM will shortly be offering clients access to a comprehensive library of English and French commercials in avi file (auto video interleave) format.
BBM has also linked the commercial occurrence data to InfoSys. Subscribers are now able to employ one tool to analyze audience data for programs and dayparts, as well as commercial ratings data. With the addition of the spots data, schedule reach/frequencies can now be based on programs, dayparts, or the actual commercials that ran. This feature greatly simplifies the post-buy process. Ad-Telligence, the current deliverable, will continue to run in parallel with InfoSys.
As with the markets of Toronto and Vancouver, BBM will be working with Competitive Media Reporting (CMR), a Taylor Nelson Sofres (TNS) company, and will employ CMR's latest MediaWatch system in Montreal, which includes full motion color creative capture.
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