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New Nielsen Tool Aids Advertiser Compliance
Nielsen has added a new feature to its recently launched 'KeepingTrac' web-based commercial tracking service, which it says will enable advertisers to monitor the demographic composition of their advertising audiences, and help them comply with recent promises on advertising to children.
DemoWatch links demographic information from Nielsen's overnight television ratings with KeepingTrac's commercial monitoring ability to help ensure their television commercials reach the intended audience.
This includes the delivery of appropriate ads to children, currently a hot topic in US advertising circles. In July, eleven of the country's largest food companies agreed to adopt new rules governing advertising to children under 12, a promise to be monitored by The Better Business Bureau using KeepingTrac. ption drug and R-rated movies can now use DemoWatch to ease compliance with advertising guidelines and take immediate corrective action if their ads breach the guidelines.
KeepingTrac provides next-day confirmation of airings of commercials that have been encoded with a digital watermark, for National Broadcast Networks, National Cable Networks, and Local Broadcast stations across the US and matches ratings data against the media buy schedule.
Andrew Jung, Senior Director, Advertising & Media at Kellogg's North America says advertisers 'need to get more involved in this process and should begin to consider encoding all commercials... These are services that can benefit both the advertiser and its agencies.'
Web site: www.nielsen.com.
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