Seventy years in the making! It will amaze and astound you! Well, actually it took about seven years, but it will amaze and astound you anyway because TAB Out of Home Ratings are a revolutionary new way to measure the audience for out of home advertising. For the past seventy years out of home advertising was represented by DEC or daily effective circulation. This was a relatively simple calculation of the number of vehicles and pedestrians moving past a billboard factoring people per vehicle and illumination. This number represented an audience that had the "opportunity to see" the outdoor advertising. Not bad and very effective for what it represented.
That was then. This is the now. TAB Out of Home Ratings start with a circulation or traffic count and then layers and filters with visibility research and demographic population data. This world class effort required the work of leading research companies. The results are EOIs or Eyes On Impressions for every audited out-of-home unit throughout the United States.
TAB Out of Home Ratings represents a commercial audience that is "likely to see" the advertising. And unlike other media rating systems that measure the programming or represent an "average", EOIs are impressions specific to each out-of-home unit based on geographic location and demographic environment. The outdoor medium now has an advanced reach and frequency system that reflects the distribution of the audience exposed to specific out of home campaigns.
A beauty and strength of outdoor has always been the medium is the message. This remains true. Award winning creative paired with a world class audience rating system. Now, more than ever, Adams Outdoor Advertising delivers.
For more information on the research behind TAB Out of Home Ratings, please visit the Traffic Audit Bureau's new web site.