Media planning systems supplier Telmar, of New York, has acquired Peaktime, a TV planning and yield management system developed in Europe. The resulting unit, called Telmar Peaktime S.A.S., will expand Telmar’s customer base to 30 countries, including Canada. The system enables users to track real-time performance of TV audience delivery in a graphic interface.
Other Peaktime products available in Canada include the new yield management software, which reports yield on TV plans, measures ROI and presents the findings in a simple, understandable format. The software works with all types of meter data. Telmar’s Canadian subsidiary Telmar Harris is also introducing a new service, Cross Tab Lab, to Canada. The system uses industry studies, such as PMB, or proprietary studies combined with advanced coding to help planners identify a number of factors such as product loyalty.
