The Nielsen Co. announced a new product that allows advertisers and media buyers to find out whether their spots ran the previous night and how many people saw them.
The first client for the product, called KeepingTrac, is media buying agency Carat.
Nielsen said that until now, clients had to wait weeks for reports on when commercials aired. The new product will also allow clients to adjust their campaigns of ratings or demographic targets if they aren’t being met.
KeepingTrac follows spots on national broadcast networks, national cable networks and local broadcast stations.
“We’re excited to be the first client of Nielsen’s new commercial tracking system,” said Mary Barnas, executive VP and director of local broadcast at Carat. “The data provided by KeepingTrac allows us to quickly and accurately evaluate our client’s campaign performance and make the appropriate media buy adjustments as needed during the life of the campaign.”
(Editor: Robbins)