NADBANK TO ACCEPT SURVEY SPONSORS
By Adnews Staff
NADbank of Toronto plans to allow companies to sponsor its annual newspaper readership survey. The study also measures retail shopping habits, product consumption and purchase intent. Under the program, which will begin with the 1999 survey, companies can sponsor categories that are currently not included in the study. For example, fast-food restaurants could sponsor a fast-food category. They can also sponsor a proprietary category where they will have exclusivity. Only sponsoring companies and newspapers will receive the data from the category. A company that exclusively sponsors a category will be the only company to receive the data from that category. NADbank's annual newspaper readership survey provides data on 39 member newspapers in 29 Canadian markets. Its 1998 survey will be released in the fall.