Measuring Outdoor: Media Research and Traffic Research.

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;

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