CMR announced today it will be expanding MediaWatch, its television monitoring system, to include the Top 100 US markets. The increase, up from 75, will be phased in over the next several months. Adding such markets as Honolulu, HI; Tucson, AZ; Madison, WI, El Paso, TX, and others, will increase CMR's coverage of US TV Households from 78.1% to 85.9%. Just as important as the overall increase in dollars tracked nationally, CMR is the only provider collecting local broadcast information in those markets above the Top 75. This is information critical to local marketers and broadcasters, as these local ad dollars account for 60% to 80% of the activity in such cities as Tucson and Madison in addition to the other cities to be monitored by CMR.
In addition to increasing its market coverage, CMR is currently exploring various methodologies by which to capture and report advertising on local cable television systems.