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The Traffic Audit Bureau Monday (June 1) released the outdoor industry’s first ratings for all 200 markets. Five years in development, the new EYES ON ratings replace the decades-old practice of relying solely on traffic counts (called DECs or daily effective circulation) to place a value on outdoor advertising.
Not only is today a milestone for the outdoor business, but it is also one for audience measurement. The EYES ON ratings break new ground with a “likely to see” component, making outdoor the first medium to report seeing an advertising message.
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