Traffic Audit Bureau Releases First Outdoor Ratings

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.

“All of us are proud to say that we are now the first medium to report seeing an advertising message. To be at the forefront of innovation is truly exciting. They say you can’t teach old dogs new tricks, but we know better than that,” said Joe Philport, president and CEO of the TAB, who coordinated the development of EYES ON.

Over the next several months, more than 1,000 individiuals from TAB member companies will review the numbers available on TAB’s Web-based Audience Delivery System and begin the transition to the new system.

Initially, the TAB is not recommending that EYES ON be used to buy and sell outdoor inventory. A second release is planned for this fall in time for 2010 advertising plans.