BENCHMARKING

SMART REPORT

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The SMART Report is an annual study of approximately $1.4 billion in annualized television expenditures. It encompasses English and French language, conventional and specialty television stations and networks, National and market by market costs for all major demographic target audiences. The SMART Report provides advertisers and their media buyers with an independent and confidential performance report.

It analyses buying strategies and outlines strengths and weaknesses of buying performance against the entire market and specific advertiser categories.

It provides actionable strategic analysis and marketplace intelligence to clients and their media buyers. As buying data detail is highly confidential and guarded by advertisers and their agencies, the SMART Report is the only empirical data-based benchmark.

Forde & Semple Mediaworks is non-competitive to media buying and planning agencies and can therefore be objective, working with clients and their TV buyers to provide independent benchmarking reports.

The SMART Report strategic advantage is the ability to compare buys based on the advertiser's specific strategy.


DATABASE COMPOSITION

The SMART Report database is real agency buying input, not modeled data. It is based on billions of dollars of real buying by the most significant agencies in Canada for the major advertisers within all key advertising categories and the database is fully updated each year.


Profile and Measurement

The SMART Report profiles buying strategies by volume, continuity commitment, program rating and approval/buying date. Specialty channels are measured separately and by tier. Quebec buying is measured separately. Performance is reported nationally by language and by market. Performance is benchmarked by target audience and category. Performance is compared to market lows and both Pre and Post performance is measured.


INSIGHTS AND OPPORTUNITIES

The SMART Report provides advertiser with category trends of buying strategy and efficiency. A top line audit summary provides an easy to comprehend and actionable report of buying activity. The SMART Report compares advertiser activity with the market, taking market influences and buying conditions into account. The SMART Report recommends ways to improve the efficiency of the buy compared to the overall marketplace and against specific product categories.


SAMPLE SMART REPORT

 
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