American ad tracking company Media Monitors has expanded its coverage for national campaigns from 106 to 250 markets and will now permanently store audio files of every radio ad it captures. The company says the move creates the most comprehensive and enduring dataset for radio advertising to date.
The initiative addresses what it describes as a long-standing gap in marketing measurement — reliance on planned gross rating points when supplying campaign data to Marketing Mix Model providers. The company quotes industry leaders, including Nielsen EVP of global marketing effectiveness David Hohman, who have emphasized that actual as-run GRPs are essential for accurate return-on-investment analysis.
Media Monitors says its expanded footprint and “forever archive” of radio ads will allow advertisers to access verified as-run data and, when combined with licensed audience data, integrated GRPs and impressions. Having the original audio files ensures measurement inputs match what was actually broadcast.
“Radio delivers impact every day — and now we can capture it with unmatched precision,” said Philippe Generali, president and CEO of Media Monitors. “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.”
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