This work is a contribution to an issue that has been the subject of numerous attempts - none of them successful - in the last years: the assessment of the audience and the coverage of the outdoors. The methodology proposed here should equip the media areas so that they can well base the allocation of funds in their projects in this important medium. It will be exposed the developed methodology, accompanied by a brief history of this development. The results of a pilot study conducted in December 1996 are briefly presented.
This work is a significant contribution to an issue that has been approached in several ways, unsuccessfully, during the last years: measurement of viewing and coverage of the billboard medium. The methodology here proposed shall provide subsidies to the media departments, so that they will be able to support the allocation of budgets in the planning of this important medium. The developmental methodology will be presented together with a brief history of this development. The results of a pilot survey, conducted during the month of December 1996 are summarized.