In the US, the Traffic Audit Bureau (TAB) has released the outdoor industry's first ratings, intended to replace the existing practice of using traffic counts to measure outdoor advertising.
The new 'EYES ON' system combines auto and pedestrian traffic counts with route destination surveys and in-person interviews to pin down numbers who are likely to see an advertiser's message. This enables outdoor audiences to be segmented by demographics - including age, gender, race and income - and reach frequency, based exclusively on people who actually see ads.
During the next few months, more than 1,000 individuals from TAB member companies will review the initial set of data. President and CEO Joe Philport says that TAB is not recommending that EYES ON be used to buy and sell outdoor inventory until it has been thoroughly tested. A second release, which aims to see the new methodology become industry currency, is planned for the fall.
'All of us are proud to say that we are now the first medium to report seeing an advertising message,' stated President and CEO Joe Philport. 'To be at the forefront of innovation is truly exciting.'
The 'Eyes On' project kicked off in 2003, and was the result of TAB's collaboration with virtually all the major outdoor advertising companies and market research suppliers including GfK Custom, MRI, Telmar and Transearch.
Web site: www.tabonline.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.