Toronto-based Starcom MediaVest Group Canada announced yesterday that it is launching a Canadian ‘Captivation Prediction Index’ to offer greater value to its TV-buying clients.
Based on data from more than 3,200 respondents in both English and French Canada, the index enumerates the ability of television programming to captivate viewers and enhance ad recall. ‘This research provides real Canadian data and lets us focus on the programming that works hardest for our clients,’ says Lauren Richards, CEO, SMG Canada.
‘CPI will give us a huge advantage in our TV negotiations,’ explains Valerie McMorran, SVP/investment director, SMG Canada. ‘We’ll be able to further isolate the programming gems to maximize the impact of our clients’ TV budgets.’
To that end, the study pinpointed an 89% disparity in the ability of programming to deliver captivated viewers, i.e., the difference in predicted recall between the highest-scoring prime-time program and the lowest.
The Canadian Captivation Prediction Index will be used in tandem with Tardiis, SMG’s proprietary optimizer and TV analysis system to theoretically produce greater value for SMG’s TV-buying clients.
