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Oversight: The only research professional in an outdoor media company, Jarvis heads up Clear Channel Outdoor’s initiatives to create measurement methodologies and research tools for the medium.
Impact: He was tapped by the Traffic Audit Bureau to help design the methodology for the outdoor industry’s first-ever audience metrics, to debut in early ’09.
Worth: Considered a game-changer for accountability in the business, the new “Eyes On” ratings takes into account a sign’s likelihood to be seen, leading many research pundits to declare the methodology for outdoor ratings to be more advanced than any traditional media measurement.
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