Setting a New Standard for Radio Measurement
White Plains, NY (August 14, 2025) — Media Monitors today announced a major expansion of its radio advertising tracking capabilities, growing market coverage for national campaigns from 106 to 250 markets and committing to permanently store audio files of every radio ad it captures. This innovation gives marketers, agencies, and measurement firms the most precise, comprehensive, and enduring dataset ever assembled 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. 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.
With its expanded footprint and unmatched “forever archive” of radio ads, Media Monitors makes this gold-standard approach easy. Advertisers gain access to verified as-run data and—when combined with licensed audience data—integrated GRPs and impressions. The ability to validate campaigns with original audio files ensures measurement inputs match real-world 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.”
This initiative underscores Media Monitors’ position as the industry leader in media accountability and reflects its commitment to delivering trusted, actionable insights that help advertisers and agencies maximize the value of every campaign.
About Media Monitors
Media Monitors is the nation’s leading local ad monitoring company, serving the media and advertising industries with near real-time intelligence on Broadcast TV, Local Cable, Radio, Print, Digital Display, and CTV/OTT.