COMB adds new member

REC Media's circulation data will be included in January 2016 report

The Canadian Out-of-home Measurement Bureau (COMB) has added a new member in REC Media, which operates advertising faces in community recreational facilities including hockey arenas, curling rinks and indoor soccer facilities.

The company, which began in Calgary 20 years ago, has a presence in more than 3,500 facilities across the country, primarily in small markets.

While rinkboards are REC Media’s most common product, president and CEO Troy Sedgwick said it is also active in “non-traditional” tactics such as door wraps, oversized wall decals and banners.

REC Media entered the Toronto market – which Sedgwick describes as “the mecca for all things media and advertising” – about five years ago and has made steady inroads with agencies and clients since then.

“Each year they gain a little more confidence in us,” he said. “More and more buys are starting to surface as [media agencies] see that this is a bona fide opportunity and a good place to spend their clients’ dollars.”

Sedgwick said agencies have been urging him to become COMB-audited. “There have been times when our media agencies have liked the opportunities and the space, and it’s been on-strategy, but there’s been push-back from the client because it’s not audited,” he said.

The company had previously relied on Ipsos omnibus studies for its circulation numbers. “It was a statistically sound study, but COMB is taking it further by incorporating two or three different methodologies, part of which is actual traffic counts,” he said.

He said he expects joining COMB to accelerate REC Media’s growth. “There’s obviously cost involved in joining COMB and funding the research, but our belief is that the credibility will lend to the space and the clients and agencies that have been tire-kicking are going to have more confidence bringing their clients’ campaigns to our properties,” he said.

COMB president Rosanne Caron said research for REC Media will be conducted during late summer/early fall, with circulation data reported in the COMB Data Report in January 2016.

Add a comment

You must be to comment.

Create a Commenting Account

Advertising Articles

Summer of Creativity puts agency pros in the hot seat

Taxi, Smith and others discuss increased client expectations and other issues

Freshii selects OneMethod for digital and social work

This marks the fast-food franchise's first digital and social agency of record

Zulu Alpha Kilo wins international award

Toronto shop named Ad Age's Small Agency of the Year for 2016

Ads You Must See: Samsung brings the world together

YouTube plays your personal soundtrack, but Samsung sings for everyone

Canadian Tire urges Canadians to step up in Olympic campaign

Rio effort includes three spots and extends the 'We All Play for Canada' platform

Brookline and Fountain Tire get rolling on anniversary tour

Calgary-based boutique focuses on growth with string of account wins and promotions

Salad King marks anniversary with food truck tour

Toronto restaurant to donate partial proceeds to Second Harvest

NKPR launches scholarship program

Toronto shop sets out to support the next generation of PR professionals

Red Lion named AOR for Cadillac Canada

Toronto agency will lead all Canadian advertising for the automotive brand