The out-of-home advertising industry has always struggled with an efficient ratings measurement system, relying on daily traffic numbers and assumptions about the visibility of the media. But that’s all about to change, thanks to the good people at the Traffic Audit Bureau (TAB) and the “Eyes On” measurements they’ve been working on since 2003. The new ratings, which were recently released in their first stage, will be much more precise, focusing on the actual number of people who saw an advertisement.
According to a MediaPost article, “Eyes On” combines, “auto and pedestrian traffic counts with route and destination surveys and in-person interviews.” Using the in-person interviews, TAB can then determine the likelihood that a passerby came in contact with an ad. And what’s more, the weekly TAB ratings will provide the advertiser with much sought-after demographic information on its audience.
The conversion to “Eyes On” is scheduled for this fall when the second batch of ratings are ready for the public…. a huge step for the out-of-home industry!
2 responses
Jason Solomon // Jun 4, 2009 at 1:38 pm
Brittany,
I am writing on behalf of the Traffic Audit Bureau, for whom my firm handles public relations. Thank you for bringing attention to the TAB’s EYES ON measurement system. I would like to correct something that was said in the final paragraph as it is very important for your visitors to understand. Ratings will never be “finalized” as they are in a constant state of flux. As of June 1st, buyers and sellers *do* have access to the data and are beginning to familiarize themselves with, and determine how best to utilize, the new metrics. EYES ON is now in the marketplace!
Best,
Jason
Brittany Miller // Jun 4, 2009 at 2:21 pm
Hi Jason,
Thank you so much for clarifying. And after years in development, it’s exciting to see how these metrics will impact the OOH industry!
Leave a Comment