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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