Media Monitors has expanded its radio advertising tracking capabilities, growing market coverage for national campaigns from 106 to 250 markets, and committing to permanently store audio files of every radio ad it captures.
The local ad monitoring company had this to say in its press release: “For too long, marketers have relied on planned Gross Rating Points (GRPs) when supplying campaign data to Marketing Mix Model (MMM) providers — an imprecise method that can distort results and undervalue radio’s true impact. Industry leaders, including Nielsen EVP of Global Marketing Effectiveness David Hohman, have stressed that actual as-run GRPs — what truly aired — are essential for accurate ROI analysis.”
With its expanded footprint and so-called “forever archive” of radio ads, Media Monitors said advertisers can now access verified as-run data and — when combined with licensed audience data — integrated GRPs and impressions. “The ability to validate campaigns with original audio files ensures measurement inputs match real-world performance,” it said.
Philippe Generali, president and CEO of Media Monitors, said the company’s expanded coverage and permanent ad archive gives advertisers and agencies a clear view of what aired, when it aired and how it performed. “This is a new era for radio accountability,” Generali said in the release.
