Applying professional surveying method to outdoor visibility

Date of publication: June 14, 2004

Author: Derek Bloom

Abstract:

The paper describes the British poster visibility system: the research on which it is based, the classification of all roadside panels by surveyors using appropriate instruments, modelling the data, and application of the results to gross audience data to arrive at estimates of reach and frequency for outdoor campaigns. Brief summaries are given of visibility systems in other countries, and a proposal is made for moving toward a greater measure of international congruity.

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