Advertisers and agencies that are signatories to the Screen Actors Guild and American Federation of Television and Radio Artists take note: the Joint Policy Committee of the Association of National Advertisers-American Association of Advertising Agencies is conducting a survey among industry stakeholders as it begins negotiations with SAG-AFTRA for successor agreements to the current JPC-SAG-AFTRA Commercials Contract and Radio Recorded Commercials Contract.
The survey begins with general questions about the importance of performer exclusivity and whether the respondent would be willing to pay a premium for exclusivity in exchange for a better deal on rates where exclusivity was not as important. It also inquired as to the difficulty in employing stunt and vehicle drivers.
The JPC also wonders whether an expansion of the waiver to film or record company employees for commercials beyond "executive officers" would be welcomed and if respondents ever digitally add people to give the idea of a crowd when using less than 45 extras.
Turning to music and footage, the survey seeks data about whether union or nonunion wages are paid to principal performers and how often singers are "multi-tracked" or "sweetened" in music created for commercials.
A series of questions asks for information about two types of audits: those by the union itself to determine if the signatory is properly producing and reporting under the agreement and audits conducted by the pension and health plans to determine if the appropriate amount of pension and health fund payments have been made, for example. The survey seeks responses about the amount of time spent on audits, how long the response time lasts, and how many active audits the respondent currently has on its plate.
Turning to broadcast and TV use of commercials, the JPC inquires about tagging commercials, whether ads appear on digital or unwired networks, and the use of Internet commercials (how long they run, whether a benefit exists to a cycle shorter than eight weeks, and what percentage of Internet commercials are pulled down by the expiration date).
The survey seeks information about all types of commercials produced under the Experimental Waiver, such as live events, man on the street, or hidden camera, as well as if the respondent would be interested in expanding the waiver and whether the union has denied a waiver request and why.
Finally, the JPC asks for feedback about radio commercials, from any potential issues that respondents would like to see addressed to changes in the usage of such commercials and whether they are streamed online.
To take the survey, click here.
Why it matters: The JPC estimated that the survey takes approximately 20 minutes and noted that negotiations—set to begin in February—will impact "the entire advertising industry ecosystem." Respondents are also encouraged to describe any additional concerns, questions, or problems they would like to see addressed in the 2016 negotiations in order of priority.