In a bid to better track commercial airplay, the Screen Actors Guild (SAG) and the advertising industry said that they will test a variety of electronic monitoring systems on a trial basis during the next year.
Bids have gone out to several companies in order to identify the best means of embedding codes in commercials so that as many as five million commercials can be tracked each week.
The initiative, funded by a grant from the Industry Advancement Cooperative Fund, seeks to benefit advertisers by verifying that their spots ran, while enabling SAG to better collect residuals.
SAG and the Joint Policy Committee of the Association of National Advertisers and the American Association of Advertising Agencies (JPC) have separately commissioned payroll company Talent Partners to study the feasibility of validating residual payments through the electronic tracking of media invoices (SHOOT, 5/7, p. 1).
"This crucial data-gathering test, together with the recommendations from Talent Partners, is key to ensuring proper and accurate residual payments to our members working in commercials, and to provide advertisers as well with improved tracking," said Sallie Weaver, SAG deputy national executive director for contracts.
The embedded codes would be invisible to viewers, but potentially prove far more accurate than current pattern-recognition methods that rely on individuals.
SAG and the JPC launched the project in 2000 by agreeing to work together to research methods of monitoring television commercials.
The most recent initiative marks a breakthrough in that the advertising industry agreed to a trial period to test the effectiveness of embedded codes on a select number of commercials. That same sample will also be monitored by the Talent Partners’ method in order to comparatively find the most efficient and cost-effective system.
The monitoring companies who’ve been selected must submit their proposals by July. The winner will be selected in August, leading to the awarding of a contract and the actual tests. The findings are expected to be available mid-next year.
Besides the sheer volume of commercials aired every day, SAG officials said the task is further complicated by the fact that commercials currently carry no identifying information that can be tracked.
Jesse Hiestand reports on labor and legal affairs for The Hollywood Reporter, a sister publication to SHOOT.