IMS Canada has launched a new syndicated reach/frequency/optimization product, called OptiMax, that uses BBM Bureau of Measurement respondent level data to help media planners, buyers and sellers develop more effective television buying schedules.

OptiMax evaluates television advertising schedule alternatives based on reach or budget by analyzing the viewing behaviour for every metered household, for every minute of every day, for every program watched.

The optimizer also allows planners and buyers to customize dayparts and demographics for specific client needs.

OptiMax was created by Toronto-based IMS through a partnership with Toronto media management company Harrison, Young, Pesonen & Newell; Global Television in Toronto; and KVOS-TV in Vancouver.