Eloda tests new television advertising auditing system
By Adnews Staff
Montreal-based media monitoring company Eloda has introduced a new service called Eloda Audit intended to allow companies to measure the visibility of their television advertising campaigns. The primary use of the service is to confirm that commercials were broadcast at the airtimes specified in a media buy. According to Eloda, discrepancies between broadcast affidavits and actual broadcast times can be as high as 21%. A national test of the system is currently underway and will run to the end of the month. Participating advertisers include the Government of Quebec, Wyeth Consumer Healthcare, Molson Canada and Bell Canada. The new auditing system will track commercials on 32 regular and specialty channels nationally. The system recognizes digital identification data in an ad without the need for pre-coding, according to the company, and forwards electronic reports to the advertiser. "Our objective is to supply clients with intelligent, comprehensive reports that assist them in their decision-making and that guarantee them transparency," said Jean-François Pouliot, president of Eloda.