BIA/Kelsey Updates Media Access Pro With Census Data
July 7, 2011 at 7:42 AM (PT)
BIA/KELSEY has added 2010 U.S. CENSUS BUREAU information to its MEDIA ACCESS PRO data and analytical software service. With the integration of data from more than 5.5 million geographic areas of census blocks, MAPRO now offers population estimates of all television and radio stations' coverage patterns for their license facilities, as well as any construction permits. The inclusion of this type of up-to-date data provides those analyzing these industries a detailed view into the population served by a station in a particular market.
"The inclusion of the most recent census data will help our users better evaluate a particular station's competitive position in a market," said BIA/KELSEY VP MARK FRATRIK. "By overlaying the predicted contours of a station's facilities and construction permits with the census block information to generate population estimates, we're giving MAPRO users the most accurate and detailed information available to understand the current situation for each station in all markets as well as those outside of markets. This type of insight is critical in today's fast moving environment."