TVA’s value-added service

Montreal: In response to growing advertiser demand for more information on tv viewers, the TVA Television Network has unveiled a new service that matches consumer habits with individual tva programs.Most efficientTarget System is a value-added service that points to the most...

Montreal: In response to growing advertiser demand for more information on tv viewers, the TVA Television Network has unveiled a new service that matches consumer habits with individual tva programs.

Most efficient

Target System is a value-added service that points to the most efficient tv programs to reach customers of specific products.

Introduced by tva in an exclusive agreement with Legendre Lubawin Goldfarb, Target System indexes product-category use with specific tv shows.

The system is based on 1,000 in-depth interview/questionnaires conducted across Quebec in 1993: 500 conducted by Goldfarb earlier in the year, and 500 conducted exclusively for tva this fall.

‘Television has had to become more sophisticated by giving more information to advertisers,’ says Jean Durocher, vice-president, sales and marketing, Tele-Metropole, the majority owner of the tva network.

‘We’re trying to be in the forefront of this activity in the Quebec community,’ says Durocher, adding the new service does not change tva rates or rate calculations.

Here is an example of the information Target System provides.

15% more

According to the Goldfarb study data, Drole de Video, the adapted French-language version of America’s Funniest Home Videos, has a fast food index rating of 115. In other words, Drole de Video viewers consume 15% more fast food than do average tv viewers.

Based on a single source databank, the survey covers more than 500 products and services, some of which are detailed by brand, says Pierre Legendre, president of Legendre Lubawin Goldfarb.

According to Durocher, the system means ‘better, more refined targetting within tva programs,’ and ‘more flexibility to deliver not only viewers, but also consumers.’

Through sales reps

The product-program index data are available only through sales reps at tva’s Toronto and Montreal offices.

The main purpose of the program is to increase tva’s market share, says Claude Lizotte, tva’s general manager, marketing.

Lizotte says 65% to 70% of the commercial time tva sells to advertisers is sold to national advertisers.

Target System,which was introduced to the advertising and marketing community Dec. 9 in Montreal at a tva breakfast seminar, is available to advertisers beginning this month.