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| Home » Evaluation » How Do We Evaluate? |
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How Do We Evaluate? |
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| We use
the following methodologies to track TV PSA activity: |
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The
A.C. Nielsen SIGMA electronic tracking system is our
primary method of evaluating broadcast television and the major cable networks. The SIGMA system monitors all U.S. broadcast stations via an invisible code that is recoded
on each TV PSA master and the replicated on all dubs made from the master. Nielsen has monitoring equipment
in all U.S. markets and can provide exact second detailof where and when PSA exposure has
occurred. |
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- Broadcast Verification Services uses a “passive monitoring” technology by creating
an electronic footprint of a TV PSA and comparing the footprint to what is broadcast. BVS monitors the top 100 markets, 40 cable networks and 8 broadcast networks.
- Business
Reply Cards are used to reinforce electronic monitoring and also capture usage
on local cable TV and radio since none of the other services monitor these media,
or do not monitor in all markets.
- Affidavits are issued by some broadcast media that certify
when PSAs air.
- Clippings
of newspaper and magazine print PSAs are used to show where and when
exposure occurred, the size of the print ad, whether it resulted from magazines
or newspapers and the estimated value.
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