{"id":1309,"date":"2014-07-07T10:22:50","date_gmt":"2014-07-07T14:22:50","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1309"},"modified":"2017-07-13T10:23:32","modified_gmt":"2017-07-13T14:23:32","slug":"lets-talk-tv-the-future-of-broadcast-advertising","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2014\/lets-talk-tv-the-future-of-broadcast-advertising\/","title":{"rendered":"Let\u2019s Talk TV \u2013 The future of broadcast advertising"},"content":{"rendered":"

By Bob Reaume, Vice President, Policy & Research, ACA<\/strong><\/em><\/p>\n

Canada\u2019s broadcast regulator, the CRTC, is having a really good look right now at how the television system operates in this country with its upcoming hearing, \u201cLet\u2019s Talk TV\u201d. Advertisers have a lot at stake.<\/p>\n

That\u2019s why the ACA invited the Canadian Media Director\u2019s Council<\/a> to join us to file comments on several areas that could possibly affect our future use of the medium. Here are the issues at hand:<\/p>\n

Pick-and-pay. <\/strong>The Commission has become very consumer friendly of late, and the idea of viewers being able to choose and pay for only those stations they wish to receive is quite a popular notion. Except that on this basis many stations will probably not survive and those would likely be the very stations that attract special segments and\/or light TV viewers. Not good for advertisers who are trying to target their unique customers.<\/p>\n

Removing barriers. <\/strong>Consumers have never had such choice in viewing options as now. The problem is they quite often choose American channels. We\u2019ve suggested to the Commission that removing barriers for advertisers to access the \u2018local availabilities\u2019 and non-simultaneous program substitutions would not only go a long way toward repatriating lost Canadian audiences, but inject much needed funding into the broadcasting system.<\/p>\n

Simultaneous substitution. <\/strong>The long standing policy of simultaneous substitution is also under the microscope. It\u2019s important to remember that though these shows may be American in origin, their audiences are 100 percent Canadian, and the very kind of audiences that advertisers in Canada are seeking to reach. This is the kind of barrier we don\u2019t need removed. In fact, taking this substantial amount of inventory from the marketplace will only create increased demand and cost pressures for what little Canadian TV audiences are left, and quite likely force advertisers to transfer ad budgets to other media.<\/p>\n

Set-top-box (STB) audience measurement.<\/strong> The Commission has asked for comments on establishing a new STB-based audience measurement system. We\u2019ve whole-heartedly supported this idea and not only because it will result in more accurate measurement. An STB-based system could also provide enhanced metrics such as commercial audiences to be used as a currency. With commercial audience data, advertisers could plan and buy TV with more accuracy and confidence.<\/p>\n

For over sixty years, ad-supported television has been an essential marketing tool for advertisers. Last year we invested over three and a half billion dollars in the medium and I don\u2019t think it is a stretch to say that advertising today is still the financial underpinning of the whole broadcasting system in Canada. We think it should, and can, continue to be so.<\/p>\n

See our full submission<\/a> to the CRTC.<\/p>\n","protected":false},"excerpt":{"rendered":"

By Bob Reaume, Vice President, Policy & Research, ACA Canada\u2019s broadcast regulator, the CRTC, is having a really good look right now at how the television system operates in this country with its upcoming hearing, \u201cLet\u2019s Talk TV\u201d. Advertisers have a lot at stake. That\u2019s why the ACA invited the Canadian Media Director\u2019s Council to […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[110],"tags":[57,98,111,269,112,323,115,263],"acf":[],"yoast_head":"\nLet\u2019s Talk TV \u2013 The future of broadcast advertising | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2014\/lets-talk-tv-the-future-of-broadcast-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Let\u2019s Talk TV \u2013 The future of broadcast advertising | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"By Bob Reaume, Vice President, Policy & Research, ACA Canada\u2019s broadcast regulator, the CRTC, is having a really good look right now at how the television system operates in this country with its upcoming hearing, \u201cLet\u2019s Talk TV\u201d. 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