Key Factors in Choosing a Broadcast Media Monitoring Service
With the continued growth of TV, radio, and streaming broadcast channels, the task of monitoring where and how your brand is mentioned can be hard to accomplish without the aid of a broadcast media monitoring service. Most brand managers and public relations professionals rely on a media monitoring service, but there are some key things to review when you consider outsourcing this critical function. One often overlooked consideration is an understanding of the underlying mechanisms of how these services operate, particularly regarding the collection of news content.
The Outsourcing Chain in Media Monitoring
A little-known fact about the media monitoring industry is that many companies do not directly collect the news content they provide to their clients. Instead, they outsource the collection of this data to third parties. This practice can introduce several layers between the original news content and the end report of your media coverage that you receive. The implications of this are significant and include potential delays in receiving information, reduced accuracy of the data due to multiple handoffs, and a general lack of control over the quality of the news content collected.
Outsourcing the collection of broadcast news content can also lead to a generic approach to media monitoring, where the unique needs of your organization may not be fully considered. This method contrasts sharply with services that invest in their own infrastructure to collect news directly.
Metro Monitor: A Model of Direct Collection
Metro Monitor stands out in this landscape as one of the few media monitoring companies that collects its own TV, Radio, and streaming news content. By maintaining a network of data collection locations throughout the United States, Metro Monitor ensures a direct pipeline of news content, thereby eliminating the risks associated with third-party outsourcing.
The Advantages of Direct Broadcast News Content Collection
Timeliness: By collecting news content directly, Metro Monitor can provide more timely updates to its clients. Even a small delay can mean missing out on critical information when you need it most.
Accuracy: Direct collection minimizes the chances of errors introduced through third-party data handlers. The information you receive is more likely to be an accurate representation of your media coverage.
Customization: With direct control over data collection, Metro Monitor can offer more tailored services to meet the specific needs of each client. This means your media monitoring reports are more relevant and closely aligned with your strategic goals. In addition, the direct collection of broadcast media content means additional news sources that are important to your organization can be added to the news monitoring network at any time.
Why Non-Outsourced Data Matters
Metro Monitor’s commitment to non-outsourced broadcast data collection underscores a belief in the importance of foundational news data. This approach ensures that clients are informed by the most reliable, timely, and relevant media coverage information available.
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