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Viewing and coverage of the billboard medium

Date of publication: May 1, 1997

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Karla Mendes, Jose Reinaldo Riscal, Eneida Nogueira

Abstract:

This work is a significant contribution to an issue that has been approached in several ways, unsuccessfully, during the last years: measurement of viewing and coverage of the billboard medium. The methodology here proposed shall provide subsidies to the media departments, so that they will be able to support the allocation of budgets in the planning of this important medium. The developmental methodology will be presented together with a brief history of this development. The results of a pilot survey, conducted during the month of December 1996 are summarized.

Karla Mendes

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Jose Reinaldo Riscal

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Eneida Nogueira

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Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Karla Mendes, Eneida Nogueira, Jose Reinaldo Riscal

 

June 15, 1997

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Mendes, Nogueira and Riscal (1997a, June 15). Viewing and coverage of the billboard medium (Spanish). ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/viewing-and-coverage-of-the-billboard-medium-spanish-


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Hulks, R. (1973a, June 15). An international model for the prediction of television coverage and frequency distribution . ANA - ESOMAR. Retrieved June 23, 2025, from


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Mendes, Riscal and Nogueira (1997a, May 01). Viewing and coverage of the billboard medium . ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/an-international-model-for-the-prediction-of-television-coverage-and-frequency-distribution-