August 29, 2003

The U.S. Out-of-Home advertising landscape is fragmented, under-measured, and by most accounts under-utilized in the advertising mix as a consequence of this under-measurement. In the Atlanta Out-of-Home ratings test, Arbitron successfully demonstrated the prototype for an audience measurement system that:

Combines primary data collection with sophisticated modeling, reflecting the best-practice construct in place internationally;

Incorporates the knowledge and wisdom of traffic research into a media research framework, creating a new paradigm (at least domestically) for approaching a difficult media measurement challenge;

Provides estimates at the demographic level for virtually all of the 7,500+ identified pieces of inventory in the Atlanta market area;

To download a copy of the presentation CLICK below (Adobe Acrobat reader required):

http://www.arbitron.com/downloads/ARF_Outdoor_Pres.pdf

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http://www.arbitron.com/downloads/ARF_Outdoor.doc

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http://www.adobe.com/products/acrobat/readstep.html

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