Each radio creative is reviewed by two people: an ad coder, to identify basic descriptive information, and a category specialist, to classify the ad, integrate it with other media at the campaign level, and extract other category-specific information elements. Examples of category-specific information elements are price points, mentions of specific features or benefits, references to competitors, identification of celebrity endorsers, and so on. Category-specific information tracking may be customized to meet individual client needs.
Competitrack employs rigorous measurement techniques in every ad medium we track. The result is the clean, quality data set that our clients have come to rely on for more than 20 years. Clients get unmatched data granularity - we calculate airings and spending for individual ads as well as groups of ads across campaigns, brands and companies.
Fingerprinting
Monitoring facilities at multiple sites capture and digitize commercials, then feed into Pattern Recognition systems. Each distinct creative execution is identified by its unique audio fingerprint.
Data Separation
Typically stations with at least a 2.0 share in a market are included in the tracking universe. The universe comprises multiple markets. In the domestic United States the English station count averages 20 stations per market. All prerecorded ads of 30 seconds or longer that air at least twice during an eight day period are identified and incorporated into our advertising data warehouse. The vast majority of creative is available within 24-48 hours of its initial airing date.
Expert Review
Each new ad is manually reviewed by our in-house staff and categorized into a detailed industry-defined classification system and coded to identify key messaging elements and content. Individual airings are identified by advertiser, unique creative code, station, market, time, and program. Real people with genuine industry expertise are cross-trained in ad classification combined with competitive context and salient industry terms.
Airing Categorization
Individual airings are identified by advertiser, unique creative code, station call letter, market, Arbitron station format, and air time.
For more details about any of our proprietary methodologies, please
contact us.
