Media monitoring services provide access to a number of extremely important communication tools that have deep roots in history. In 1800, Henry Romeike founded the first press clipping or media monitoring agency, offering public figures a new way to keep up with their appearances in the newspapers of the day. Since then, the media landscape has evolved significantly to include radio, television, online sources and social media platforms in addition to newspapers and magazines. Today, audiovisual media monitoring has become indispensable for communicators who want to maintain strategic control over their brand image.
Television, radio and their influence in the media landscape
According to a report by the European Parliament, television is still the main source of news for 71% of European citizens. It is followed by online press (42%) and radio (37%), with the latter tied with social media platforms. The statistics underline the continuing relevance of television and radio in shaping public opinion. For communicators, this means that mentions of the brands they represent on these channels have a direct impact on public perception.
Klarmedia’s media monitoring services: a complex solution in a complex world
In a complex and dynamic media landscape, it is almost impossible for communicators to manually track all radio and TV stations to see how their brands are being represented on these channels. However, there is a solution: professional monitoring services such as those offered by Klarmedia. These allow communicators to get an overview of the relevant appearances of their brands, as well as their competitors, 24/7.
In practice, this ensures that communications, marketing and sales teams, as well as management teams, have quick access to relevant information. They receive transcripts of programs that have mentioned their brand immediately after broadcast, as well as data on competitors. What’s more, they also have access to information about the radio or TV station on which the brand appeared, the date and time of the broadcast and the context of the appearance. All this helps them to be always correctly informed without wasting valuable time.
The importance of radio and TV monitoring services
For communicators, radio and TV monitoring services are not just useful tools, they are a real necessity in 2025. Monitoring allows to assess the impact of communication campaigns and adjust strategies in real time. Moreover, as TV is the main source of information for most of the population, access to accurate and up-to-date data from TV is extremely important to stay competitive in the market.
In addition to television, radio offers a unique advantage: it is accessible during everyday activities such as driving or working, making it an effective medium to reach a wide audience. With the help of radio monitoring, communicators can even identify the optimal programs and time slots to deliver key messages.
Why communicators need radio and TV monitoring
Radio and TV monitoring is an indispensable tool for any communicator who wants to be correctly informed about the evolution of their brand’s image in the media. Comprehensive monitoring services, such as those from Klarmedia, provide not only mention and context data, but also a competitive advantage by being able to analyze competitors’ strategies. In a world where television and radio continue to have a significant impact, access to detailed monitoring reports and transcripts is essential to making informed decisions and staying relevant in today’s media landscape.
