Classification Guide (Canada)

Classification Guide

This guide applies to Canadian stations only. US stations follow a separate classification standard not covered here.

This guide outlines how to classify advertisers across Canadian broadcast ad content monitored by Adease. Apply these rules after following the workflow in the Classification Program page.

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Output Formatting Standards

Before applying any category-specific rules, all classifiers must follow these standards to keep entries consistent and accurate in the Adease system.

General formatting

Enter advertiser names in plain text — do not use full capitalization or stylized casing. Do not include punctuation, quotation marks, or commentary in the advertiser field. Each advertiser must be entered on its own line; never combine multiple advertisers with slashes (/), commas, or "and".

Spelling, accents & punctuation

Remove accents from all advertiser names (e.g., "Héloïse" → "Heloise"). Keep apostrophes in proper names (e.g., L'Oreal). Use official brand abbreviations when applicable (e.g., BMW, CTV).

Advertiser name structure

Return the organization or product directly responsible for the ad — not the slogan, URL, or campaign name. For product ads, include brand + product type where relevant (e.g., BCAA Home Insurance). For corporate or organization ads, include the full name (e.g., Toyota Canada, BMW Motors).

Handling multiple advertisers

If multiple brands or partners are featured equally, record each as its own advertiser line. Do not join names with "and", "/", or "+".

Unidentified or non-advertising content

If no advertiser can be clearly identified or found in the system, return New Product. If the audio is not advertising (e.g., music, news, interviews, host talk), return Non-Ad.

Review and verification

All New Product entries are reviewed by senior staff for confirmation and correction. Classifiers should flag unclear or missing advertisers for follow-up and addition to the database.

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1. Radio/TV Promotions

Covers any content created by a radio station, television network, or streaming platform to promote its own programs, hosts, contests, or community initiatives.

Classification rules

• When a radio station promotes its own programming, personalities, contests, or music on radio, return Station Promotion.
• When a TV station or network promotes its own program or show on television, return Station Promotion.
• When a TV station or network advertises its programming on another medium (e.g., a TV promo heard on radio), return the official TV network name (e.g., Global Television Network, CTV Television Network, Citytv).
• When a streaming platform (e.g., Netflix, Crave, Disney+, Hey You) is named as the viewing destination, return the platform name.
• If the ad includes a program-specific URL (e.g., CTVNews.ca), classify using the network's official name when it's running cross-platform.
• When there is no external advertiser or sponsor and the ad exists solely to promote the broadcaster's own content within its own medium, the correct classification is Station Promotion.

Station promotion examples

Contest classification

• If a brand or company is the lead contest partner, return that brand name as the advertiser.
• If the contest is station-led (no brand mentioned), classify as Station Contest.
• When a brand partner provides prizes, travel, or products, return the brand partner name, not the station.
• Do not classify contest promos as Station Promotion.
• If multiple brands are featured, record each advertiser separately.
• Prizes or destinations (e.g., New York, Madison Square Garden) are not advertisers.

Station-led community announcements

• When a station promotes multiple local events or community causes with no sponsor, classify as Station Promotion.
• If a sponsor or organization is mentioned, classify to that advertiser instead.

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2. Billboards

Used for short sponsor tags (often under 10 seconds) that acknowledge sponsorship of a program or segment.

Classification rules

• When a program, feature, or segment uses phrases like "brought to you by," "sponsored by," or "presented by," return the sponsor's brand/company as the advertiser.
• Select Billboard from the Themes drop-down in the classification system.
• Do not classify billboards as Station Promotion — they represent external sponsorships.
• If multiple sponsors are named, record each advertiser separately.
• Do not include the program or segment name in the advertiser field.

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3. Live to Air Events

Used when the station is broadcasting live from an external location or business. Always select Live to Air from the Themes drop-down.

Classification rules

• The advertiser is the venue or location hosting the broadcast.
• Do not classify Live to Air ads as Station Promotion — they are sponsored external events.
• If multiple businesses/venues are mentioned, record each advertiser separately.
• If the broadcast occurs within a larger public event, classify to the venue/host business, not the event name.

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4. Event Promotions

Use when an ad promotes a public event (festival, fair, parade, celebration, awards gala, conference, or community gathering) with a distinct event title.

Classification rules

• When a clear event name is stated, return the full event name as the advertiser.
• If only a venue is mentioned and no event title is provided, return the venue name.
• Ignore sponsors and municipalities as advertisers unless a sponsor is officially embedded in the event title (naming rights).
• If multiple distinct events are mentioned, record each separately.
• Concerts, artist shows, or ticket sales belong under Live Shows & Performances, not Event Promotions.

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5. Live Shows & Performances

Use when an ad promotes a live performance such as a concert, touring show, theatre, comedy, or family entertainment.

Classification rules

• If Ticketmaster is the destination to buy tickets, return Ticketmaster.
• If an artist, official show website, or producer is named, return the artist or producer — not the show title alone.
• If no site or producer is named and only the venue is mentioned, return the venue name.
• Do not classify sponsors as advertisers unless they are the ticketing destination.

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6. Sports Teams

Use when an ad promotes a sports team, league, or event directly associated with a specific team or franchise.

Classification rules

• Always return the complete team name followed by the team type (e.g., Toronto Raptors Basketball Team, Vancouver Canadians Baseball Team).
• If the ad promotes a sports organization or league (e.g., NHL, CFL, MLS), return the league name.
• If the ad promotes a university or college team, include the school and sport (e.g., University of Alberta Golden Bears Hockey Team).
• If a sports event or match is promoted without an external sponsor, classify to the home team.
• When multiple teams are equally mentioned, classify to the home team unless specified otherwise.
• If the game or sports coverage is being promoted by a broadcaster or station, classify as Station Promotion, not the team or league.

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7. Automotive Ads

Use when an ad promotes a vehicle brand, specific model, dealership, dealer association, or corporate automotive campaign.

Tactical (model or incentive-based offers)

Assign Tactical when model(s) + sales event, pricing/financing/leasing, or "see your local dealer" are mentioned with no specific dealership named.

• Return Brand + Model + /TACTICAL (e.g., Hyundai Tucson /TACTICAL).
• Exclude trim levels or feature packages (XLE, Limited, etc.).
• If multiple models qualify, record each separately.
• If more than three models with offers are mentioned in a single ad, classify as the Brand Dealers Association instead.

Dealer association

Use when no specific models and no dealerships are named, but pricing, financing, sales events, or "see your local dealer" are mentioned.

• Return Brand Dealers Association (e.g., Jeep Dealers Association).

Dealerships

Use when a specific dealership is named, regardless of models or pricing.

• Return the full dealership name (e.g., Spinelli Volkswagen).
• If multiple dealerships are mentioned, record each separately.

Corporate (brand lifestyle & image)

Use when the ad promotes the automaker's brand identity or corporate image — not a specific product or event.

• Return the full corporate entity name (e.g., BMW Motors, Toyota Canada, Honda Canada).

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8. Retail & Product Ads

Use when an ad promotes products, sales, store events, or retail offers.

Classification rules

• If a retailer or store is leading the promotion, return the retailer name (e.g., Canadian Tire, Walmart, Sephora).
• If the promotion is led by a brand and not the retailer (e.g., L'Oréal, Dyson), return the brand.
• If the promotion is hosted by a retail platform (e.g., TSC, Amazon, QVC) featuring multiple brands, return the platform name.
• If the ad promotes a specific sale or seasonal event (e.g., Black Friday), return the retailer/company responsible — not the event name.
• When multiple brands are equally featured, record each advertiser separately.

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9. Travel & Hospitality

Use when an ad promotes travel destinations, tourism boards, hotels, resorts, airlines, cruise lines, or travel booking services.

Classification rules

• Return the tourism board, hotel chain, or travel company named as the advertiser.
• If the ad promotes a specific destination through a tourism organization (e.g., Travel Alberta, Destination Canada), return that organization.
• Do not classify slogans or URLs as advertisers (e.g., "Keep Exploring" → Destination Canada).
• If multiple organizations co-sponsor a campaign, record each separately.

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10. Banking & Financial Ads

Use when an ad promotes banks, credit unions, investment services, credit cards, loans, or other financial products and services.

Classification rules

• When a specific financial product or service is mentioned, return Brand + Product Type (e.g., TD Bank Mortgage, RBC Credit Card).
• When the ad promotes the brand's overall corporate image (no specific product), return the bank name only (e.g., Scotiabank).
• For investment, advisory, or retirement services, return the specific division or financial arm (e.g., BMO Nesbitt Burns, RBC Dominion Securities).
• When promoting credit unions, digital banks, or fintech platforms, return the institution/app name (e.g., Wealthsimple, KOHO, Meridian Credit Union).
• Do not classify insurance-specific content here — those belong under Insurance Ads.

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11. Insurance Ads

Use when an ad promotes insurance products, services, or coverage types including home, auto, life, travel, or health.

Classification rules

• When a specific type of insurance is mentioned, return Brand + Type of Insurance (e.g., BCAA Home Insurance, Aviva Auto Insurance).
• When no specific type is mentioned, return Brand + General Insurance (e.g., Allstate General Insurance).
• If multiple types are clearly listed, record each as a separate advertiser line.
• If the ad is promoting an insurance broker or platform (e.g., RateHub, LowestRates.ca), classify to the broker/platform name.
• Do not classify general banking content here — those belong under Banking & Financial Ads.

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12. Pharmaceutical Ads

Use when an ad promotes a prescription medication, over-the-counter (OTC) drug, medical treatment, or health-related therapeutic product.

Classification rules

• Always return the drug or treatment name as the advertiser (e.g., Estragel, Advil, Tylenol).
• Do not include the manufacturer (e.g., Pfizer, Bayer, GSK) in the advertiser field.
• If multiple products are named, record each as a separate advertiser line.

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13. Government, Non-Profits & Advocacy

Use when an ad promotes a government agency, public service, non-profit organization, charity, foundation, advocacy campaign, or political candidate/party.

Classification rules

• Return the named organization, department, or agency responsible for the ad.
• If the ad features a public-awareness campaign slogan (e.g., Arrive Alive), classify to the organization behind the campaign, not the slogan.
• For municipal, provincial, or federal government messages, use the proper jurisdiction (e.g., Province of Ontario, City of Calgary).
• If multiple organizations are jointly credited, record each advertiser separately.
• Political ads must be classified to the candidate's name or political party name (e.g., Jane Smith, Conservative Party of Canada).

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14. Fallback Rule — New Product

Use when no advertiser can be clearly identified or found in the system, or when the classifier is uncertain about the correct allocation.

Classification rules

• When no identifiable advertiser can be determined from the transcript, return New Product.
• Use New Product if the advertiser cannot be found in the system — it may need to be added.
• Use New Product if you are not 100% confident about the correct advertiser classification.
• New Product entries are reviewed by senior staff for verification and correction.

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15. Non-Ad Classification

Use when the audio content is not advertising, such as editorial content, news segments, music, or announcer talk.

Classification rules

• When the audio contains no promotional or paid advertising message, classify it as Non-Ad.
• Use Non-Ad for music tracks, news reports, weather/traffic updates, interviews, DJ or host talk, and other station editorial content.
• Do not assign an advertiser name to these segments.