A delay in the release of NADbank’s annual survey of newspaper readership will deny advertisers vital information as they plan their crucial Christmas and RRSP season buys, media buyers say.
The NADbank survey – which measures the product usage, media consumption and lifestyle habits of newspaper readers – is usually available at the beginning of October. However, its release is being delayed until at least the end of that month to allow a third-party consultant to review its findings.
‘(The committee) saw some things they were uncomfortable with and wanted to review the results further before releasing them,’ says Anne Ruta, NADbank’s director of client services. She denies rumours the delay was spurred by some technical committee members dissatisfied with the survey results for their own newspapers.
When it is released, the report will give the first comprehensive examination of the impact of the National Post on the Canadian daily newspaper industry.
While media buyers say they’ll accept the delay if it results in more accurate information, it will leave them without one of their key planning tools, says Sunni Boot, president of Publicis Canada’s media management division Optimedia Canada.
‘It’s sorely needed. I would be wrong if I led you to believe we can do without it,’ she says. ‘(October) is usually when you start planning for RRSP season and any automotive buying. It’s also when you can take a dipstick and measure on fall buying, particularly where it relates to retail, and make adjustments.’
