Nielsen launches "'DemoWatch"

The Nielsen Company has launched DemoWatch, a new feature of its web-based commercial tracking service KeepingTrac that will enable advertisers to monitor demographic composition of their advertising audiences.  DemoWatch links the demographic information from Nielsen's overnight television ratings with the commercial monitoring ability of KeepingTrac to help advertisers and their agencies make sure their television commercials reach the intended audience.

For example, this tool would help advertisers of food, alcohol, prescription drug and R-rated movies to adhere to advertising guidelines for children and take immediate corrective action if their commercials violate those guidelines. 

KeepingTrac provides next-day confirmation of television commercial airings for National Broadcast Networks, National Cable Networks, and Local Broadcast stations in all 210 designated market areas in the U.S., and matches the ratings data against the media buy schedule.  It also monitors media buying guidelines to be sure that the correct creative is airing during the desired programs and dayparts. 

The commercial tracking system, which captures commercials that have been encoded with a digital watermark, is particularly valuable for campaigns where real-time performance evaluation is critical.  For example, the DemoWatch tool helps advertisers and their agencies automatically detect commercials that may inadvertently reach unintended audiences such as children and teens so that corrective action can be taken immediately.  DemoWatch automates this process and is the first industry-wide tool to measure compliance.

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