Nielsen has launched a web based commercial tracking system in the US, KeepingTrac, which they claim is a first. Instead of waiting for weeks for a report on commercial airings, they can now be checked daily to see if GRP commitments have been achieved and whether buying guidelines have been met. This might be a first in the US but it’s doubtful this is a first worldwide. Once again, it seems the US is way behind the times when it comes to broadcast planning and buying.

KeepingTrac covers US national broadcast and cable networks, plus local broadcast. Alog with GRP checks, it also has facilities to check creative executions against different channels and dayparts. Carat in the US were the first to sign up to the scheme. Mary Barnas, Executive Vice President/Director of Local Broadcast, tells us:

“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.”