Nielsen Rolls Out New Radio Ad-Tracking System

Advertising broadcast on all of the UK’s major commercial radio stations can now be tracked by a new system from Nielsen Media Research, designed to bring greater accountability to the medium.

The new Adscanner technology, developed by Idioma, continuously monitors live broadcast feeds and uses advanced audio fingerprints to automatically identify the air-time spots that appear on any given station.

The system enables advertisers to create a comprehensive catalogue of broadcast spots as they appear. It also enhances Nielsen’s ability to notify clients in virtual real-time of the appearance of a specific advertising creative.

Capital Radio recently launched a digital tracking system to measure on-air credits in a move intended to allow advertisers investing in editorial-based sponsorship and promotions activity to enjoy the same level of accountability as they have in traditional spot advertising (see Capital Radio Launches Sponsorship Tracking System).

The accountability of spot advertising has increased significantly over recent years largely due to the introduction of the J-ET electronic trading system, which, through a joint-industry initiative, provides increased post campaign analysis (see J-ET Trading System Welcomed As Ground-Breaking).

Increased accountability is just one of the factor’s currently driving the growth of radio advertising. The latest figures from the RAB show that commercial radio saw adspend increase by a solid 6.3% year on year to just below £150 million during the third quarter of 2003 (see Radio Secures Record Share Of Display Advertising).

Nielsen Media Research: 01344 469 200 www.nielsenmedia.co.uk

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