Nielsen Marketing Research plans a new service to report radio advertising spending in Canada’s major markets.

Called Radio AccuTrack, the first phase of the service comes on-stream in Toronto in January and will be expanded into Montreal and Vancouver by the spring.

Nielsen says Radio AccuTrack promises the highest levels of accuracy and the fastest turnaround of data.

David Tattle, Nielsen Group vice-president of consumer-based services, says the new service will base its reporting on actual radio advertising spending rather than relying on estimates.

Ad spending on am and fm frequencies will be tracked 24 hours a day all year. DC