Toronto, October 19 – Standard Media Index (SMI), which provides access to actual spend from the world’s largest media buying groups, as well as leading independents, is partnering with thinktv, a marketing and research association dedicated to the advancement of commercial television, to bring an enhanced view of the Canadian ad market.
Through the alliance, SMI will supply data to thinktv on:
- Total spend by advertising Product Category Groups (Automotive, CPG, Retail, etc.) across all media types
- Media mix, giving insight into the impact of digital spending.
- Specific digital subtypes, including spend on Digital Pure Play Video (YouTube, Roku, etc.) and the volume of spend going to Digital Social (Facebook, Twitter, Pinterest, etc.).
- TV spend by Program Genre and Dayparts
“This partnership will bring a new transparent dataset front-and-centre for a TV industry that has evolved with new digital and streaming opportunities for consumers, along with a complex media landscape that has an abundance of options for advertisers,” says Darrick Li, Managing Director, Canada, SMI. “It will highlight the strength of TV for Canadians and how advertisers continue to invest in TV as a strong medium to reach national and local audiences across Canada.”
“SMI is an excellent addition to our research portfolio, providing market insights that were previously just estimates,” says Catherine MacLeod, President and CEO of thinktv. “Having a more accurate view into the market will enhance our ability to define the value of television advertising and will enable us to identify areas of opportunity for advertisers.”
SMI accesses actual spend from the world’s largest media buying groups, as well as leading independents, and then organizes that data to create a clear, granular, and easy-to-use database for our clients and agency partners.
Depending on the market, SMI captures between 70 and 95% of all agency spend. By aggregating it, SMI offers detailed ad intelligence across all media types, including Television, Digital, Out-of-Home, Print, and Radio. Depending on the market, data can be broken down by unit cost, media owner, ad type, buy type, advertiser product category, and other dimensions.
Clients use SMI data to determine media mix models, create competitive benchmarks, and gain visibility into pricing level data. The data also allows them to understand marketplace trends on a product category level, evaluate ROI of tentpoles and sporting events, and break out ad formats by media type to highlight the effectiveness of different kinds of placements.
Our data supports insights covering 34 countries around the world.
thinktv is a marketing and research association dedicated to the advancement of commercial television. thinktv works with the marketing community to help advertisers get the best out of television in all its forms. thinktv is supported by its member companies who together represent more than 95% of commercial television advertising revenue in Canada.
To learn more about thinktv, please visit thinktv.ca.