{"id":1533,"date":"2016-12-08T12:25:55","date_gmt":"2016-12-08T17:25:55","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1533"},"modified":"2017-11-03T11:24:33","modified_gmt":"2017-11-03T15:24:33","slug":"aca-in-the-news-contesting-cbcs-ad-free-pitch","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2016\/aca-in-the-news-contesting-cbcs-ad-free-pitch\/","title":{"rendered":"[ACA In The News] Contesting CBC\u2019s Ad-Free Pitch"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2016\/12\/banner-news.jpg\" alt=\"ACA In The News\" width=\"600\" height=\"175\" class=\"aligncenter size-full wp-image-18046\" \/><\/p>\n<p>Last week CBC\/SRC submitted a position paper to the federal government proposing a move to an ad-free model. CBC\/SRC says it currently gets $253 million in ad sales revenue. <\/p>\n<p>ACA has long opposed CBC going ad-free, a position Ron Lund, President and CEO of ACA, reinforced in an interview with the <em>Globe and Mail<\/em>, calling it a \u201cno-win\u201d situation.<!--more--><\/p>\n<p>Specifically, Lund noted that the move would significantly reduce competition, thereby increasing costs and limiting programming options for advertisers.  <\/p>\n<p>ACA expects that not all of the revenue currently spent on CBC would go to other media.<\/p>\n<p>\u201cIf there is not programming that is going to give you incremental reach \u2013 just taking that money and putting it into more ads on the same programs on other broadcasters\u2019 channels \u2013 all you\u2019re doing is increasing frequency [of ads seen by the same people], you\u2019re not actually increasing reach,\u201d Ron Lund said.<\/p>\n<p>Meanwhile, Judy Davey, VP Media Policy and Marketing Capabilities, ACA, noted the impact would be more dire in Quebec, where an already concentrated media market would have one less competitor.<\/p>\n<p>Read the article at Globeandmail.com (subscription required)<\/p>\n<p>ACA is reaching out to the federal government on this proposal to ensure the voice of the Canadian marketer is heard. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week CBC\/SRC submitted a position paper to the federal government proposing a move to an ad-free model. CBC\/SRC says it currently gets $253 million in ad sales revenue. ACA has long opposed CBC going ad-free, a position Ron Lund, President and CEO of ACA, reinforced in an interview with the Globe and Mail, calling [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[183,110],"tags":[113,584,429,344],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>[ACA In The News] Contesting CBC\u2019s Ad-Free Pitch | 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\/2016\/aca-in-the-news-contesting-cbcs-ad-free-pitch\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[ACA In The News] Contesting CBC\u2019s Ad-Free Pitch | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"Last week CBC\/SRC submitted a position paper to the federal government proposing a move to an ad-free model. 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