Abstract:

IBOPE AGB Mexico began implementation of an Outdoor Audience measurement system to measure the Outdoor Audience in Mexico City, Guadalajara and Monterrey, an area including 28 million individuals (more than 25% of the Mexican population). Outdoor is becoming in most countries one of the two most important media after television. This paper reviews the measurement system, developed with the same criteria used in measuring TV audience: all phases of the process must be transparent, open to users and capable of being audited. The process uses state of the art technology to leave no room for judgement decisions and provide maximum certainty to users.