VMS is the Most Comprehensive Source of Local Ad Spending Data

Nationally syndicated sources of media spending data provide limited and inconsistent coverage of local media. VMS' VoiceTrak Report was developed to help market-focused advertisers get a better view of local competitive conditions through an exhaustive survey of every significant media vehicle in every local market.

While syndicated monitoring may cover 9 media vehicles in a market like Atlanta, VoiceTrak surveys cover almost 100. In small and mid-sized markets the major syndicated sources monitor only television activity. VoiceTrak provides coverage of 6 local media types in all markets. VMS became a major provider of local media spending information with our acquisition of VoiceTrak in 2001.


All 210 US DMA's monitored

9,056 local media vehicles surveyed including:

1,253 television stations

359 cable systems and interconnects

5,211 radio stations

578 local outdoor companies

1,540 local newspapers and business journals

125 local magazines

67% media participation - 75% priority media participation

Full Coverage of Hispanic Media

Historical spending data in key categories from 1987 to present

Category Coverage

Automotive Manufacturers & Dealer Associations

Auto Parts & Service



Cable/Satellite TV


Discount Department Stores

Gas/Convenience Stores

Health Plans


Quick Service Restaurants/Casual Dining






Surveys fielded quarterly

Presentation ready summary and detail reports

Data and reports available electronically

Expenditures and Share of Voice reported

Report objective is meaningful Share of Voice relationships


Ethnic Spending Reports - In many markets ethnic spending is substantial. VMS can provide separate tracking and reporting of spending in Hispanic media as part of our broader spending studies or as a standalone service.

Client Supplied Data Integration - We'll help you combine local and national spending data from multiple sources into a single report.