BBM Canada, Toronto, is expanding its Competitive Television Tracking service. It has added the Montreal francophone market to the currently monitored markets of Toronto and Vancouver, effective September 27. Both conventional and specialty stations will be digitally monitored, and the commercial data will be linked to the recently commercialized portable people peter (PPM) ratings. Data will be available to clients on a weekly basis, seven business days after the end of a broadcast week.
With this expansion, BBM will provide subscribers with comprehensive competitive intelligence. Subscribers receive access to all advertising categories, companies, brands and creative themes. In addition, as a result of capturing all new TV spots, BBM will shortly be offering clients access to a comprehensive library of English and French commercials in 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.
‘By linking the commercial occurrence data into InfoSys we are now able to provide clients with in-depth insight of competitors strategies to assist them in making knowledgeable business decisions, better understand and respond to changes in the marketplace in a timely manner, service and address their clients’ needs more efficiently,’ said Michael Abraham, CMR project manager, BBM Canada. 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. CMR is the leading provider of strategic advertising and marketing communication information, to U.S. broadcasters, agencies, advertisers and publishers.
