Measurement Methodologies
All COMMB circulation measurement methodologies are designed to identify the number of people that come within viewing distance of an out-of-home advertising (OOH) face with a reliable opportunity to see that face.
Being in the general area of an outdoor face, or simply inside a particular venue that houses OOH advertising, is not enough. COMMB requires ‘proof’ that there is a reliable opportunity to see, and uses both precision and the highest standards of quantitative measurement in sourcing that proof.
Outdoor Advertising
The steps to determining average daily circulation.
- Step 1. Source vehicular traffic volume
- Step 2. Adjust traffic volume to reflect COMMB-approved visibility criteria
- Step 3. Apply load factor (average number of passengers per vehicle)
- Step 4. Adjust for hours of illumination
- Step 5. Conduct pedestrian studies using COMMB-approved visibility criteria (distance and direction)
- Step 6. Calculate average daily circulation per face
Place-Based Advertising
The steps to determining average weekly impressions.
- Step 1. Conduct pedestrian count studies
- Step 2. Convert pedestrian counts to number of weekly impressions per face
- Step 3. Calculate average weekly impressions per face for each place-based network in each market
Audience Numbers
Do outdoor or place-based audience numbers provided by an OOH Company reflect Industry Standards?
- Outdoor Circulation Checklist
- Place-Based Circulation Checklist
Principes d’Évaluation
Pour représenter la norme d’évaluation de l’affichage au Canada, sous la surveillance de sa comité de recherche, COMMB s’appuie sur les principes directeurs ci-dessous:
- Des Possibilités sûres de voir
- Des principes statistiques fiables
- Des données propres aux marchés
- Les évaluations sur le terrain
Audience Numbers
Do outdoor or place-based audience numbers provided by an OOH Company reflect Industry Standards?
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