Nielsen Introduces New Tracking System For Commercials
The Nielsen
Company has launched a new web-based commercial tracking system
called KeepingTrac (KT). The system enables clients, for the first
time, to know whether their commercials ran the previous day
according to their media plans. Prior to the launch of KT, clients
typically had to wait weeks for a report on commercial airings.
Carat is the
first company to sign up for this new system. This gives them the
opportunity to track commercial airings on a daily/weekly basis, see
if gross ratings point (GRP) commitments have been achieved,
determine whether buying guidelines (including demographic targets)
have been met, and modify advertising campaigns in real time as
necessary.
KT provides
next-day confirmation of television commercial airings for the
national broadcast networks, national cable networks, and local
broadcast stations in all 210 designated market areas in the United
States. It also matches the ratings data against the media buy
schedule.