Nielsen: Brand-Level Commercial Activity For Spot Radio.
January 15, 2005
Nielsen Monitor-Plus announced an advancement in spot radio coverage. Now measuring more than 50% of all advertising spending, Monitor-Plus is now the only provider of brand-level detail for spot radio in the U.S. With this enhancement, Monitor-Plus has doubled its former measurement.
The expanded radio coverage monitors the top 26 markets, 24 hours a day, 7 days a week, utilizing state-of-the-art electronic fingerprinting technology. Covering an average of 20 stations per market (with many markets having more than 25 stations) clients will now have a more complete view of local radio advertising.
According to Kate Sirkin, EVP Global Research Director, Starcom MediaVest Group (SMG), “This significant improvement will now give us the ability to make smarter decisions about radio and enhances our ability to understand the impact of radio for our clients in those key markets. We applaud Monitor-Plus for its continuous commitment to enhancing the technology it employs and expanding the media and markets they measure.”
As a result of expanding the depth and breadth of its coverage, Monitor-Plus now measures more than 35 Spanish-Language stations in 13 markets. These 13 markets represent 56% of Total Hispanic households.
Jeff King, SVP & Managing Director, Monitor-Plus says, “This improvement will bring our total number of reported radio stations to more than 500, representing a growth of 68%. We are delighted to make this enhanced capability available to our clients.”
Geico was the largest Spot Radio advertiser with 37,669 commercial airings in January 2005. Two television networks ranked within the top 10 (FOX and ABC), as did two wireless companies (Verizon and Cingular).
Beginning in January 2005, Monitor-Plus began measuring radio advertising in the following 26 markets:
Atlanta
Baltimore
Boston
Chicago
Cincinnati
Dallas
Denver
Detroit
Honolulu
Houston
Indianapolis
Los Angeles
Miami
Minneapolis
Nashville
New York City
Orlando
Philadelphia
Phoenix
San Antonio
San Diego
San Francisco
Seattle
St. Louis
Tampa
Washington, DC
For more information at http://www.vnu.com
