The Association of Canadian Advertisers has cited Corus Radio’s recently announced radio ‘performance guarantee’ as a model the entire broadcast industry should emulate. Corus has pledged that if a radio spot does not air as contracted, the advertiser will be given the choice of two spots for every one that aired incorrectly, or twice what the advertiser paid for the spot in a credit. The ACA is calling this move ‘a genuine commitment to the industry and to advertisers.’ Corus has also decided to ban the use of the phrase ‘commercial-free’ on its radio stations.
The ACA represents over 200 companies and divisions, which collectively account for estimated sales of $350 billion annually.
