Abstract:

This paper provides an overview of the new Eyes-On Out-of-Home (OOH) Audience Measurement System being implemented across America by The Traffic Audit Bureau for Media Measurement, Inc. It describes the system design and rationale for selecting an integrated approach involving traffic counts, eye-tracking research, survey research, data integration and modeling over a more traditional survey-centric approach. This paper provides a brief overview of the rationale and components of the system and focuses on the role of traffic data, surveys, data analytics and modeling in TAB's integrated system.