• March 3, 2005

With the promise of giving radio advertisers an eye--or rather, an ear--on the competition, isd, a media auditing and analysis firm, and Mediaguide, a provider of monitored airplay information, have formed a partnership to develop and market competitive monitoring services for radio advertising.

The new partnership will monitor, capture, classify, and track radio advertising in 25 of the top U.S. markets. Therefore, marketers will be able to trace the radio advertising of competitors and better understand the success or failure of their own campaigns, an isd representative said. isd will market this information to advertisers and advertising agencies, while Mediaguide will absorb this information into its StationMonitor product, and market to radio stations nationwide through a marketing agreement with ABC Radio Networks. -- David Kaplan