An apparatus, method and computer program for quantifying coverage of an advertising ringtone in a telephony system, the apparatus comprising: a receive component for receiving a request for an electronic device; a generate component, responsive to the receiver receiving the request, for playing the advertising ringtone on the electronic device; and a monitor component, responsive to the electronic device playing the advertising ringtone, for collecting coverage information from a personal device, wherein the monitor component comprises: a proximity component for identifying a local electronic resource; a select component, responsive to the proximity component identifying the local electronic resource, for determining the local electronic resource is the personal device; and a gather component, responsive to the select component determining the personal device, for gathering coverage information from the personal device.