If knowledge is power, Moore & Scarry's High Definition Media System is a lightning strike to the advertising industry. High Definition Media is Moore & Scarry's proprietary blend of quantitative and qualitative data that gives you a significantly clearer picture of your market, your competition and ultimately your future.

The system combines several different data sources to give you comprehensive data on how much and where your competition is spending their ad dollars, what creative they're running and how much they paid for their spots. Additionally, the system can build custom rating systems that delve deep into the lives of the consumer and show you who's listening to and watching what. With this much information at your fingertips, it almost takes the fun out of advertising.

Here are some of the data sources and software that contribute to the High Definition Media System:

SQAD Market Cost Data

SQAD ends the age old question of, "What did the other guy pay?" Based on statistically-sound and market-proven formulas, SQAD data can tell you exactly how much people are paying for spots in your market. And here's how.

SQAD takes actual buys from advertising agencies and media buying services from across the country. The buys contain actual rates and rating points. The data is combined, averaged and filtered through a sophisticated matrix and finally output as reports that give you accurate cost per point information for the immediate and future market. (www.sqad.com)

Scarborough Qualitative Data

Age and sex are fairly broad characteristics to define a person. But that's the level of depth typical ratings data delivers. But we know from experience that income, geographical characteristics, home value, children and numerous other factors indicate the way consumers behave. Scarborough data can tell us what a consumer owns, likes, watches, eats and drives (among 398 other characteristics). Our High Definition Media System overlays this data on top of existing ratings data to create an entirely new ratings system. (www.scarborough.com)

TNS Media Intelligence Competitive Data

The TNS Media Intelligence system gives us an uncanny amount of insight into your competitor's advertising activities. We can see how much they've spent, which stations they're on, the exact programming that they're buying and even what creative they're running. With this much inside information regarding your competition - they won't be your competition for long. (www.cmr.com)

Arbitron and Nielsen Ratings Data

The fact that we use Arbitron and Nielsen data isn't much of a statement at all - almost every agency across the country subscribes. But we take ratings data one step further by subscribing to Arbitron Respondent Level Data and Nielsen Stellar Data which allows us to look at the rating books diary-by-diary. This allows us to create custom ratings books based on a combination of geographical elements, income and other standard demographic data. (www.arbitron.com) (www.nielsenmedia.com)