We heard from one of Puget Sound Radio PD pals, who brought up something not only very timely, what with the up coming ratings period to kick in, but how NUMERIS is not at all like BBM.
He voiced concerns about skewed results being taken as valid, something we believe should be addressed by those in the industry.
We welcome your input.
Here’s the release from Numeris:
Numeris Public Awareness Campaign
With the birth of Numeris on June 19 we took on the challenge of moving the company to the exciting new world the new name promises.
The most important challenge is building awareness.
To help, starting September 8 on television, and September 15 on radio, Numeris launches a 10 week on air campaign. We can do this thanks to the sale of the BBM trademark, and the incredible cooperation of our broadcaster members providing pre-emptible commercial inventory.
The goal is to raise awareness of the Numeris brand so we have a higher probability of calls being answered with “Numeris” on the call display. We reach out to 9 million Canadians a year, so even a modest uptick in initial co-operation will have a dramatic effect on our sampling success level.
Our agency, Cundari, is overseeing placement of the campaign on member television and radio stations across the country. In light of this we do have a few requests of our members to ensure this campaign works as planned.
1. This campaign will run on the majority of member stations. Even accounting for some pre-emptions we expect this will deliver high GRP levels. It is important we
do not over-deliver and burn the creative.
2. Please run the schedules only to the maximum that has been placed. While advertisers usually appreciate bonus occasions, in this case we would like to stay
with the total weekly plan due to the very broad placements in the market.
3. In radio, please ask your personalities not to comment on the creative. It should run like any other commercial.
4. This creative is designed to raise awareness of the Numeris name, and to answer the phone when we call. To ensure we are not introducing bias to our surveys we are
not asking for panelist or diary keeper cooperation in the creative.
Numeris will be tracking actual delivery with CMR and Radtracker where possible and may adjust schedules when we see what is actually delivered. The success of the campaign will be measured by awareness tracking using the level of awareness of the BBM brand as a base.
The creative is designed to cut through and be remembered. Edgy? Maybe a bit, certainly not something you would ever think BBM could do. But, hey, this is NOT BBM, it is Numeris, and this campaign is designed to set us apart from 70 years of history.
Your comments please…