Media Monitors Grows Market Coverage, Launches Audio Ad Archive.

Media Monitors says it will significantly expand its radio advertising tracking services, increasing coverage of national campaigns from 106 to 250 markets. Additionally, the company says it will now permanently archive audio files of every radio ad it records.

The company says in a news release that the advancement will provide marketers, agencies and analytics firms with the most accurate, comprehensive and lasting dataset ever created for radio advertising.

“For too long, marketers have relied on planned Gross Rating Points (GRPs) when supplying campaign data to Marketing Mix Model (MMM) providers — an imprecise method that can distort results and undervalue radio’s true impact,” the company says in the release. “Industry leaders, including Nielsen EVP of Global Marketing Effectiveness David Hohman, have stressed that actual as-run GRPs — what truly aired — are essential for accurate ROI analysis.”

Thanks to its expanded coverage and unique “forever archive” of radio ads, Media Monitors says it simplifies gold-standard campaign tracking, with advertisers benefitting from verified as-run data and, when paired with licensed audience information, integrated GRPs and impression metrics. In addition, access to original audio files enables precise campaign validation, ensuring measurement inputs reflect actual performance.

“Radio delivers impact every day — and now we can capture it with unmatched precision,” said Philippe Generali, President and CEO of Media Monitors. “Our expanded coverage and permanent ad archive give advertisers and agencies a clear, trusted view of what aired, when it aired, and how it performed. This is a new era for radio accountability.”

Media Monitors says the initiative underscores its position as the industry leader in media accountability and reflects its commitment to deliver trusted, actionable insights that help advertisers and agencies maximize the value of every campaign.