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.
Research Papers
E pluribus unum
Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home
Authors: Pete Doe, Ian Garland
Company: Nielsen
June 20, 2005
Research Papers
When less is more
Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Author: Tony Jarvis
 
June 14, 2004
Research Papers
Reach/frequency and optimization challenges as traditional media go digital
Catalogue: WM3 2010: Your Audience = Media Consumer + Generator
Authors: Tony Jarvis, Pete Walsh
 
October 21, 2010
