Wider Coverage and 'Forever Archive' for Media Monitors

In the US, Media Monitors has announced a major expansion of its national campaign radio ad tracking coverage, from 106 to 250 markets. The firm says it will also now permanently store audio files of every radio ad it captures.

Headquartered in White Plains, NY, Media Monitors provides near real-time intelligence on US audiences for radio, television, cable, print and display Internet. It also tracks a variety of media in other major economies including Canada, the UK, Australia, India, New Zealand, Malaysia and South Africa. The firm has been approved by the MRC (Media Rating Council) for its US Radio spot data since 2008 and for US TV spot data since 2017.

According to the company, the extended service will give marketers, agencies and measurement firms 'the most precise, comprehensive, and enduring dataset ever assembled for radio advertising', and will free them from reliance on 'imprecise' Gross Rating Points (GRPs) in feeding data to marketing mix model providers, substituting data on what actually aired.

Advertisers can combine the verified, as-run data with licensed audience data in the form of integrated GRPs and impressions, to validate campaigns with original audio files and ensure measurement inputs match real-world performance.

'Radio delivers impact every day - and now we can capture it with unmatched precision,' enthuses company President and CEO Philippe Generali (pictured). 'Our expanded coverage and permanent ad archive give advertisers and agencies a clear, trusted view of what aired, when it aired, and how it performed. This is a new era for radio accountability.'

Web site: www.mediamonitors.com .