June 03, 2020

Standard Media Index to Launch in Canada

Via variety.com

Standard Media Index, a tracker of ad-spending and pricing data that has in recent years become more widely adopted in the U.S., is set to launch its service in Canada.

“For the first time in Canada, Standard Media Index will provide the industry with a way of monitoring performance of ad spend across all media types on a monthly basis”, said James Fennessy, the company’s CEO.  “In Canada, our products will capture an incredible 94% of all national brand spend. Data collected through Standard Media Index’s relationship with all the major agency holding groups will provide much needed insight into the $7 billion annually that makes up national Canadian advertising spend.”

SMI hopes to give Canadian advertisers, agencies and media outlets new benchmarks they can use to understand the range of prices being charged for media, to see which advertisers are spending, and in what sorts of media they are investing. SMI operates in the U.S., U.K., Australia and New Zealand.

SMI aggregates all media spend from the billing systems of agency partners, and tracks spending across television, digital, out-of-home, print, and radio. Depending on the market, data can be broken down by unit cost, media owner, ad type, buy type, advertiser product category, and other dimensions. Reporting within the Standard Media Index platform will date back to January 2017.