Bell Media Launches SAM, an All-New, Strategic Data-Enabled TV Sales Tool

— January 9, 2019

– SAM (Strategic Audience Management) helps advertisers and agencies target specific audiences to deliver more targeted media campaigns –

TORONTO (January 9, 2019) – Bell Media announced today the launch of SAM, its proprietary Strategic Audience Management tool, combining the powerful reach of linear television with the precision of digital targeting. Launching with segments powered by NLogic data, this new sales enhancement tool boosts the efficacy of a traditional television buy by offering advertisers the opportunity to access more granular targeting to reach specific audiences. Future plans for SAM will also include layering in first party data.   “Our clients have been looking for broader TV data analytics, and we are thrilled to respond with SAM,” said Darryl Coburn, Vice-President, National Video Sales, Bell Media. “SAM supplements traditional TV buys with an enhanced layer of intelligence, producing highly customized plans that ultimately help advertisers achieve their business objectives.”   With each custom buy, SAM measures household, behavioural, and TV viewing data to identify high-indexing TV audiences. SAM then uses this data to maximize inventory allocation across CTV’s national network and Bell Media’s English entertainment specialty channels (excluding TSN and CP24) towards a buy’s strategic target audience. SAM builds the optimal schedule, based on the selected strategic target, delivering targeted impressions that reach the desired audience.   SAM’s automation is simple and easy for advertisers to use and will be integrated seamlessly into existing approaches.   “While SAM is an additional product offering allowing them to enrich and optimize their current media plans, customers may certainly continue to buy through the existing sales model,” continued Coburn. “It’s as easy as it is beneficial.”   For more information, visit

About Bell Media

Bell Media is Canada’s leading content creation company with premier assets in television, radio, out-of-home advertising, digital media, and more. Bell Media owns 30 local television stations led by CTV, Canada’s highest-rated television network; 30 specialty channels, including TSN and RDS, and four pay TV services. Bell Media is Canada’s largest radio broadcaster, with 215 music channels including 109 licensed radio stations in 58 markets across the country, all part of the iHeartRadio brand and streaming service. Bell Media owns Astral, an out-of-home advertising network of more than 30,000 faces in five provinces. Bell Media also operates more than 200 websites; video streaming services including Crave, TSN Direct, and RDS Direct; and multi-channel network Much Studios. The company produces live theatrical shows via its partnership with Iconic Entertainment Studios; owns a majority stake in Pinewood Toronto Studios; is a partner in Just for Laughs, the live comedy event and TV producer; and owns Dome Productions Inc., one of North America’s leading production facilities providers. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. Learn more at


Press Room

Patricia Garcia

Manager, Communications
Follow Us