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.
Coverage
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
• Attractions/Theme-parks
• Banking/Financial
• Cable/Satellite TV
• Casinos/Gaming
• Discount Department Stores
• Gas/Convenience Stores
• Health Plans
• Hospitals
• Quick Service Restaurants/Casual Dining
• Supermarkets
• Utilities
• Wireless
• Others
Reporting
• 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
Services
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.
