media update’s Nakedi Phala explains why broadcast monitoring is valuable for your brand, PR or as an individual. 

Broadcast monitoring is the process of skimming through visual and audio content that is relevant to a client's request — this content is usually found on radio and television platforms. In a commercial sense, monitoring of broadcast content is a vital way to keep track of mentions and visuals of your brand or service, which can boost your return on investment (RIO). 

Here are three reasons why you should use broadcast monitoring services: 

1. It helps you keep track of brand mentions in the media 

Broadcast monitoring, for both radio and TV, is an important tool to use when optimising a campaign or brand. When news breaks about something related to your business or brand, the first thing you want to know is who said it, when it was said, where and why

You will also want to know how it affects your business. Depending on your budget, you may choose to track either radio or TV, or both.

How does it work? A company like Newsclip will use a combination of human interaction and artificial intelligence (AI) to give the best quality material from national, regional and community radio and TV stations. 

A skilled scanner will monitor content such as specific keywords or topics, delivered by the AI-powered systems, which makes the client’s experience convenient, receiving priority synopsis within minutes, including audio and / or visual playback. 

2. Broadcast monitoring helps you stay ahead of the competition 

It is important to stay ahead of your competition and to know what your competitors are up to. Broadcasting monitoring is a smart way of keeping a close eye on your competition as it provides you with data that will allow you to stay up to date with what your competitors are up to as well as the latest industry trends.

Imagine being provided with data that can help you shape the future of your business, as well as insights that can help you to develop new strategies and data that can aid boardroom decision-making — broadcast monitoring can do all of this, and more, for your business or product. 

These services can also provide you with the data to discover untapped markets that your business can take full advantage of. This includes new audiences and TV or radio shows that you can sponsor.

3. It helps manage your reputation better 

If your radio or TV campaign didn’t perform well, you would definitely want to know what went wrong. And by receiving updates on the affairs of your business or brand are, you will immediately be able to make changes or adapt to the media climate. 

Remember, the most important thing about a reputation is how you are perceived. For example, if you are a politician who has brought their organisation into disrepute, you obviously want to know which media houses are reporting on the news and how they are reporting. 

This is because whatever it is —good or bad — it will shape the public’s views about you and your organisation. And you want to be kept in the loop so that you can measure whether you are in a deep crisis that might require a communication crisis plan — right?  

Before employing a media monitoring company, ask around about its quality of work and how it works with clients. The last thing you want to do is employ a company that won’t deliver data at record time. 

How has your broadcast data helped boost your campaign? Let us know in the comments section below. 

Weshu ... oratile ditaba tjarena akere na? Refe maikutlo agago. 

Now that you know how to go about keeping your TV or radio station under surveillance, discover more about the world of brand tracking in our article, 100 words or less: Four brand tracking questions answered.
*Image courtesy of Vecteezy