TORONTO – While applauding Corus Radio on the company’s recently announced radio “performance guarantee” the Association of Canadian Advertisers says it should be used as a model for the entire broadcast industry to emulate.
As reported last week by www.cartt.ca, Corus has pledged that if a radio spot does not air as contracted, the advertiser will be given the choice of two spots for every one that aired incorrectly, or twice what the advertiser paid for the spot in a credit.
“For advertisers, this is indeed a most welcome step and indicates to us a company that not only understands today’s clients and their need for greater accountability, but a company that has also taken the trouble to find ways to deliver on it,” said Bob Reaume, the ACA’s vice-president of policy and research. “I have no doubt that clients will take this ‘two-for-one’ or ‘double-your-money-back’ guarantee as a sign of genuine commitment to the industry and to advertisers.
“We urge all broadcasters – both radio and TV – to follow suit and offer a similar product warranty on purchased advertising time,” he added.
Reaume also lauded a move by Corus to ban the use of the phrase “commercial-free” on its radio stations. “Advertisers have long thought that this tactic is unnecessarily disparaging to them and we are extremely pleased to see Corus take a leadership position in this regard,” Reaume said. “Again, we urge all radio broadcasters to make a similar policy directive.”
The ACA is a national, not-for-profit association whose primary goal is helping members maximize the return on their marketing communications investments. The ACA represents over 200 companies and divisions, which collectively account for estimated sales of $350 billion annually.
