How does Outdoor audience research compare to other media in terms of accuracy/credibility?
The Canadian Outdoor measurement methodology is a true gold standard. Audited circulation figures are calculated for over 40,000 traditional Outdoor products including: Posters, Permanents and Superboards, Transit Shelters and Murals. Outdoor inventory in over 80 markets representing some 98% of the Canadian population are measured. This is done through a rigorous process, which begins by using traffic counts taken by the municipalities and provinces on approximately 12,000 links (measurement points) along our many roads, streets and highways to establish the expected daily traffic. Each board/product is assessed according to some standard parameters and given a circulation. The circulation data is then analyzed against the PMB database to build standard demographic measures that facilitate analysis on a GRP and reach/frequency basis via our COMB NavigatorTM software.
