There are definitely outside organizations whose sole responsibility is to monitor TV/radio broadcasts and nowadays even podcast sponsor breaks to ensure that ad copy is inserted as agreed. (Source: I was contracted to do some of that work for a time.)
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I can imagine that it used to be valuable information for advertisers or respectively for the channel as preparation for advertisers complaints.
There are definitely outside organizations whose sole responsibility is to monitor TV/radio broadcasts and nowadays even podcast sponsor breaks to ensure that ad copy is inserted as agreed. (Source: I was contracted to do some of that work for a time.)