SOURCES SOUGHT
B -- National Television Monitoring Services
- Notice Date
- 7/7/2016
- Notice Type
- Sources Sought
- NAICS
- 541910
— Marketing Research and Public Opinion Polling
- Contracting Office
- Department of the Army, Army Contracting Command, MICC, MICC - Fort Knox, Bldg 1109, Room 373, Fort Knox, Kentucky, 40121-5720, United States
- ZIP Code
- 40121-5720
- Solicitation Number
- W9124D-16-Q-5737
- Archive Date
- 9/12/2016
- Point of Contact
- Karen E. Keys, Phone: 5026246853
- E-Mail Address
-
karen.e.keys.civ@mail.mil
(karen.e.keys.civ@mail.mil)
- Small Business Set-Aside
- N/A
- Description
- The MICCC - Fort Knox is conducting market research for the following requirement: National Television Monitoring Services of Army Commercials. The contractor shall provide all necessary personnel, equipment, labor, supplies, tools, materials, supervision and other items necessary to monitor, track and analyze Army television commercials against media reach and frequency. The contractor shall provide reports to the US Army Marketing and Research Group (AMRG). The period of performance is 1 August 2016 through 31 July 2017 with two one year option periods for the AMRG. The contractor shall provide personnel who are fully competent in the following areas of duty assignment under the no cost agreement as follows: GENERAL. The contractor shall maintain samples of television households to measure and report United States (U.S.) television audiences. The contractor shall design master sample for national TV measurement using a multi-stage area probability sample of housing units in the U.S. The Government may request that all measurements and reports be subject to accreditation by an independent rating service such as Media Rating Council (MRC). SPECIFIC TASKS. The contractor shall provide customized daily and monthly reporting to the Government in electronic format through the established online service by the contractor. The contractor shall prepare the report as third party objective audits of Army advertisement achievements on household/target persons in terms of audience (GRPs) and cost efficiencies (CPMs). The contractor shall include the following information in the report: National TV rating data and audience demographic information. Commercial placement data, covering network messages aired, and Army network schedules. Contractor shall provide daily verification of when an advertiser's TV spots aired, and when and where they ran. The service shall include buying and summary level reports containing monitored commercials matched and reported by the contractor. US Army may share limited excerpts from the reports with their ad agency (i.e., McCann Erickson). For full access to the reports, their ad agency shall have to enter into a separate agreement with the contractor. Contractor shall provide a monthly data file that can be fed into the US Army Marketing Communications dashboard MARCOM DB. The file shall contain monitored commercial level data for national broadcast networks and national cable networks tied to US Army buying data. Contractor shall (a) monitor national broadcast networks and national cable networks for an Encoded Spot (b) match the buy schedule provided with an Encoded Spot, and (c) report it. The verification of when an advertiser's TV spots aired, and when and where they ran shall be an on-line service and shall include the following buying and summary level reports comprised of detected encoded US Army commercials for national broadcast networks and national cable networks matched up with the US Army's advertising agencies buy schedule and buying guidelines along with the contractor's national demographic audience GRP information. The on-line system shall be updated daily Monday-Friday by the contractor. Buying Reports Total Network GRP's (Gross Ratings Points) Weekly Delivery Day of Week Delivery Daypart GRPs Commercial Rotation GRP's (By Ad- ID or ISCI) Unit Detail Buying Guideline Violation Report Summary Reports Total Network GRP's Weekly Delivery Day of Week Delivery Daypart GRPs Commercial Rotation GRP's (By Ad- ID or ISCI) Contractor shall provide a monthly data file base detected encoded US Army commercials for national broadcast networks and national cable networks matched up with advertising agencies buy schedule and buying guidelines along with the contractor's national demographic audience GRP information that can be fed into the US Army dashboard MARCOM DB. The data elements in the file shall be as follows: Agency Advertiser Product Estimate MarketCode MktRank Market Network Station Medium WeekOf DemoOrder demo BuyRotation BuyFm-To BuyPgmName LengthOfSpot BuyCommercial BuyDayPart AirDate AirDay AirTime DurationCml AirISCI ISCI/ADID Title AirProgram EstRatings ActRatings ActRatingDisply BuyCount AirCount RtgSource AirDetectedEvent NationalMktCount NationalMktMin ActImpression ActImpressionDisplay ReportFlag Analysis by major TV network dayparts for selected demographics by gross rating points (GRPs). The contractor shall provide technical support, which shall include explanation of methods used in gathering data; interpretation of any abbreviations, acronyms, codes, legends; and explanation of any mathematical data to assist the Government in analyzing the daily and monthly reporting. In addition, this support shall include a one-day on-site presentation of the first monthly report. Time and date for this presentation shall be arranged with the KO or authorized representative. The site location is USAAC, Strategic Communications, Marketing and Outreach Directorate, 1600 Spearhead Division Avenue, Fort Knox, KY, 40121. The Government may request additional on-site presentations, not to exceed two additional visits per year (maximum total visits per year is three). The contractor, along with the government, shall continually analyze operations to maximize the potential target market penetration, while remaining flexible to government requirements to cover areas during surge periods or other periods of special emphasis. Reports shall be jointly developed for every specific task in this PWS to ensure proper tracking, control, and follow-up procedures are conducted to measure effectiveness and by developing trend analysis to assist in determining specific market penetration. The type, frequency, format and number of reports (deliverables) for tasks identified in this PWS shall be coordinated with USAAC Program Managers and the COR. Reports may be made available to the government through an automated system that provides designated government personnel access to the system and data contained therein.   This synopsis is not a request for proposal. It is a market research tool being used to determine procurement strategy. Appropriate procurement strategy will be determined after consideration of industry response to this sources sought synopsis. The government is not obligated to, and will not, pay for any information received from potential sources as a result of this synopsis. Responses to this announcement should be e-mailed to karen.e.keys.civ@mail.mil no later than 1:00 p.m. (Eastern Time) Fort Knox Local Time on 12 July 2016 and should include the following: 1. A statement of interest in services contained herein. 2. A synopsis of the contractor's capabilities. 3. Company size: small or large, HUBZone, 8(a), Service-disabled veteran-owned, SDB, Woman-owned 4. Contact information, to include name, e-mail address, phone number, and fax number. 5. Provide company's Dun and Bradstreet and Cage Code numbers
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