Abstract:

This paper focuses on the ways the best practices of traffic and media research have converged in an Out-of-Home ratings service, emphasizing what is new - and what remains the same - about audience measurement informed by those two fields. It also illustrates the importance of using GPS and modeling to create ratings and the futility of GPS alone samples, particularly for major U.S. markets. Arbitron's Atlanta test described herein generated actionable ratings estimates by demographics for each of 7,500+ Outdoor inventory (98% of measured units). There are also details about research findings, including implications for Outdoor schedule building.