To renew the ACTRA National Television and Radio Commercial Agreement for 2017-2020. The ACA sought to achieve provisions that eliminate performance step-up fees for commercials moving over from television to digital media, to address low budget digital productions and address the need for extensive versions of an online production.
ACA acts on behalf of Canadian marketers in negotiating the ACTRA (Alliance of Canadian Cinema, Television and Radio Artists) and UDA (Union des Artistes) commercial agreements. ACA wanted to ensure favourable conditions were established so marketers could produce and distribute their advertising spots more cost-effectively.
The ACA, along with the Institute of Communication Agencies (ICA), began negotiations with ACTRA in the summer of 2017.
A new Agreement was signed, effective September 23, 2017, and will expire on June 30, 2020
The new agreement addressed the majority of challenges facing Canadian marketers, building on the inroads achieved during previous negotiations. Updates included:
- A digital low-budget pilot project, designed to help marketers and their agencies compete with non-union rates while accessing professional talent. Known as the ACTRAonline Opportunity Pilot Project (AOPP), it secures a reduced rate for performance and unlimited online versions for the advertiser for ads with budgets of $75,000 or less.
- The elimination of move-over fees: going forward, talent will be paid once for the session and then for use in the chosen media. This ends a costly practice of paying extra to air a TV commercial in digital and additionally simplifies the agreement.
- Unlimited versions for digital commercials. In today’s increasingly fragmented environment this gain allows advertisers to produce versions in the formats most conducive to the media. In exchange, marketers accepted an anticipated rate increase for 1 year of digital use. To help marketers who don’t need unlimited versions, there is a 45-day rate and six-month digital rate, as well as the previously mentioned pilot project.
- More versions for TV – up to 5 from 3. This will benefit marketers who are taking advantage of producing multiple commercial lengths.
- A new, lower rate for group background performers allowing for the capability to shoot large cast productions.
- Stock footage, stock stills, or library footage are removed from the agreement. This simplifies the agreement and can help reduce the cost of productions.
- In line with recent private sector wage settlement agreements, annual increases were kept to 2% over the course of the deal. The digital media increase use rates and AOPP are frozen for the remainder of the agreement.
A copy of the agreement will be posted here once available.
For more information, contact Judy Davey, Vice President, Media Policy and Marketing Capabilities at (416) 964-2791 / 1-800-565-0109 / jdavey@ACAweb.ca or Winnie Alford, ICA/ACA Talent Advisor at (416) 573-8793 /Winnie@secondunit.net.