How do you know COMMB circulations are accurate?
The measurement of pedestrian and vehicular circulation is based on a reliable opportunity to see a specific advertising face. COMMB uses rigorous standards to ensure that circulation is measured precisely and is not overstated.
The following examples demonstrate how The COMMB Measurement Standard is applied, and clarify the difference between COMMB-approved and non-COMMB-approved circulations.
|THE COMMB OUTDOOR MEASUREMENT STANDARD||NON COMMB-APPROVED MEASUREMENT STANDARD|
|COMMB outdoor circulations include only those vehicles driving toward an advertising face. Two-way traffic volumes are reduced by 50% before being applied to circulation figures.||Two-way vehicular traffic is counted in circulation.|
|Circulations for COMMB outdoor products must adhere to industry-approved visibility distances. Specific standards are applied for each product and account for both vehicular and pedestrian visibility.||No industry body approves which traffic volumes are eligible to be included in circulation.|
|COMMB reduces circulation for any advertising face that is not illuminated for a full 24-hours.||Average daily traffic levels are applied equally to all advertising faces.|
|THE COMMB PLACE-BASED MEASUREMENT STANDARD||NON COMMB-APPROVED MEASUREMENT STANDARD|
|In place-based venues, circulation for posters located in washroom stalls is based on a COMMB standard that only one washroom-stall poster can be seen per washroom visit.||The total traffic occurring within an indoor venue is counted as circulation for washroom-stall posters.|
|COMMB establishes a visibility zone for each free-standing or wall-mounted poster located in place-based venues. Currently this is applied to college-university campus posters. Only those who come within a specified distance of the advertising face are included in circulation counts.||Total venue traffic is counted in circulation figures for place-based advertising.|