Nielsen launches KeepingTrac; Carat signs on


The Nielsen Company announced the launch of a new web-based commercial tracking system, KeepingTrac, which enables clients to know whether their commercials ran the previous day according to their media plans.  Until now, clients typically had to wait weeks for a report on commercial airings.
Carat USA is the first client to sign-up for the service, and will track commercial airings on a daily or weekly basis, see if GRP commitments have been achieved, determine whether buying guidelines (including demo targets) have been met, and modify advertising campaigns in real time as necessary.