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.