ICA proposes standard code for commercials
By Adnews Staff
The traffic committee of the Institute of Communications and Advertising has issued a recommendation for a standardized code format for commercials. The intent of the format is to make these codes consistent through the lifespan of a commercial and across the industry, thereby reducing the possibility for error. The proposed 12-character code system will identify a television or radio commercial by client, brand, commercial number, year, medium, length and language. The standard was drafted in collaboration with agencies, broadcasters and the Television Bureau of Canada. According to the ICA, members of the traffic committee will immediately begin to use the standard in their own companies. These companies include Leo Burnett, Mediaedge:cia, PHD, Enterprise/JWT, Omnicom, Cossette, FCB, Zenith Optimedia, Extremme Group, CBC, CTV, Sportsnet, CHUM, Global, CityTV and Rogers.