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The consulting arm of accountancy Deloitte & Touche has asked 10 agencies to provide information regarding TV media research and optimization capabilities on behalf of Allstate Corp., sources said.
Allstate, the Northbrook, Ill., insurer, spent about $75 million on ads last year, but sources said only the network buying portion of the account, worth more than $35 million, is being evaluated. Responses are due Friday.
The fact that a traditional consulting company has entered the field of media buying evaluations, and the nature of its request for information, took many of those who received Deloitte’s questionnaire by surprise.
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