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Carat Helps Nielsen Launch New Ad Monitor
The Nielsen Company has announced the launch of a new web-based commercial tracking system, 'KeepingTrac', which it claims is the first to allow clients to see if their commercials ran the previous day according to their media plans.
The firm says that until now, clients 'typically had to wait weeks' for reports. Aegis subsidiary and media communications network Carat is the first client to sign up for the new system, having played a key role in its development and helped to make it 'a more effective tool for the entire advertising industry', according to Terrie Brennan, Nielsen's SVP, New Business Development.
KeepingTrac provides next-day confirmation of television commercial airings for National Broadcast Networks, National Cable Networks, and Local Broadcast stations in all 210 designated market areas in the USA, matching ratings data against media buy schedules.
The system will allow Carat to see whether Gross Ratings Point (GRP) commitments have been achieved, determine whether buying guidelines (including demographic targets) have been met, and if required, modify advertising campaigns in real time.
The two firms are on the web at www.carat.com and www.nielsen.com.
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