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 two decades. Clients get unmatched data granularity-we calculate airings and spending for individual ads as well as groups of ads across campaigns, brands and companies.
1. Fingerprinting
Monitoring facilities at multiple sites digitize commercials and feed our patented Pattern Recognition systems. Each distinct creative execution is identified by its unique video fingerprint.
2. 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.
3. Airing Categorization
We reverse engineer media buys on Network Broadcast, Cable and National Syndication by cross-indexing programming from both cable and satellite feeds and matching airing clearances. By process of elimination, the remainder of broadcast and cable airings not identified as national network or syndicated ads are coded as local ads in their respective markets.
For more details about any of our proprietary methodologies, please contact us.
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