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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

More details here


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

More details here


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:



Audience Numbers

Do outdoor or place-based audience numbers provided by an OOH Company reflect Industry Standards?


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