Broadcast Data Systems (BDS) is shortly to introduce Radio Tracking Studies in the UK, based on those currently used in the US. Alistair Whitmore, of BDS, explained the concept and its application at yesterday’s Radio Fights Back conference.
The idea was first developed in 1986 to record airplay, it has since been extended to measure ads on TV and radio. In the US 500 radio stations and 450 TV stations are monitored and up to 45,000 ads and records are tracked simultaneously. The system does not require any cooperation from the broadcasters and is based on field monitors which record the output. The two main applications for the data are ad-track verification and competitive monitoring. Thus agencies and clients can check that their ads are actually delivered and also monitor their competitor’s campaigns.
In the UK BDS hope to integrate the data with Rajar to allow campaign analysis. Pilot tests for the system are to begin in the London area shortly, these will cover both radio and television. Additional monitors will be set up later in the year to cover over 100 radio stations and the major TV stations.
