Are there other methods to tracking of radio PSAs other than just business reply cards (BRCs)?
Yes there are new electronic tracking procedures being developed and we have tested on of them called MediaGuide, which tracks PSA usage on 2,500 radio stations in major markets. It uses passive monitoring technology, meaning that there is no code that has to be embedded on the creative master such as the case with the Nielsen TV tracking system. The schematic below shows how the technology works and our software is programmed to avoid redundant reporting between this data and that received via BRCs.
