Out-of-Home Research: Audience Research

Newsweek Media Research Index

Out-of-Home Research: Audience Research

1947 - TRAFFIC AUDIT BUREAU - METHODS FOR THE EVALUATION OF OUTDOOR ADVERTISING: FORT WAYNE STUDY, 1946

Pilot study to devise methods for evaluating daily outdoor advertising. Designed to measure outdoor travel, circulation, coverage and readership-remembrance. Based on home interviews, travel maps, traffic counts and license number counts.

1950 - TRAFFIC AUDIT BUREAU - COVERAGE, REPETITION AND IMPACT PROVIDED BY POSTER SHOWINGS: CEDAR RAPIDS, 1949

Expansion of the 1947 Fort Wayne study. Designed to obtain 30-day information, by use of travel diaries.

1958- WILBUR SMITH AND ASSOCIATES - OAAA MARKET RESEARCH STUDY: FINAL TECHNICAL REPORT VOLUME

Report concerning study for Outdoor Advertising Association of America, to determine the general patterns of traffic in outdoor advertising markets, the relation between total and repeat passages, and the method of defining, measuring, interpreting and applying coverage estimates. Based on counts and license numbers of over two million in-state vehicles in 13 widely dispersed urban markets. Used to derive daily, weekly and monthly coverage curves to estimate coverage in a given market area. This major study was reported in several volumes.

1960 - A.C. NIELSEN FOR FOSTER & KLEISER - SURVEY OF OUTDOOR ADVERTISING POSTER COVERAGE: LOS ANGELES (UPDATED IN 1964.)

Study to measure reach and frequency of various size outdoor poster showings over 28-day period. Estimates based on diaries and travel map records maintained by 221 respondents to record day-by-day travel patterns, from 6AM to midnight, over 28 days.

1961 - A.C. NIELSEN FOR FOSTER & KLEISER - SURVEY OF OUTDOOR ADVERTISING POSTER COVERAGE: SAN FRANCISCO OAKLAND

Report of outdoor study in San Francisco using the same methods as developed for the 1960 Los Angeles study, also conducted by Nielsen for Foster & Kleiser. Based on 28-day diary and travel map records for 405 respondents.

1962 - BRIAN D. COPLAND - SOME FUNDAMENTALS OF POSTER AUDIENCE MEASUREMENT - JAR, JUNE 1962

Review of outdoor media audience measurements conducted in England, related to Wilbur Smith and A.C. Nielsen findings.

1962 - A.C. NIELSEN FOR FOSTER & KLEISER - SURVEY OF OUTDOOR ADVERTISING POSTER COVERAGE: SEATTLE MARKET

Study objectives and methods are similar to those as used in the 1960 Los Angeles and 1961 San Francisco studies. Based on 28-day diary and.travel map records for 217 respondents. Reach and frequency estimates for painted bulletin showings based on the same records were reported in a separate volume. Respondents also recorded time spent with television, radio, magazines and newspapers daily in the diary; media mix findings were reported in a separate volume. In addition, brand awareness and ad recognition measures were obtained in a separate sample, and were reported in a separate volume.

1964 - JOHN P. DENNISON FOR MARKHAM ADVERTISING COMPANY - ALBUQUERQUE MARKET STUDY

Study to estimate the effect of illumination on outdoor poster circulation. Based on traffic counts, number of occupants per car, and license plate numbers. Study found average weekly increase of circulation by the addition of illumination (six extra hours per day) was over 34 percent.

1964 - A.C. NIELSEN FOR FOSTER & KLEISER - OUTDOOR ADVERTISING POSTER COVERAGE: LOS ANGELES/ORANGE

Update of the 1960 study, using similar methods. Reach and frequency estimates are reported based on diary and travelavel map records for 28 days for 303 respondents. Reach and frequency estimates for painted bulletin showings based on the same data were reported in a separate volume. Media mix and ad recognition measures were also reported in separate volumes, as in the 1962 Seattle study.

1964 - SINDLINGER FOR TRANSIT ADVERTISING ASSOCIATION - THE TRANSIT MILLIONS

Study to describe demographic characteristics of transit riders. Based on 15,000 interviews in sample of markets with 250,000 population or over.

1968 - R.H. BRUSKIN FOR METRO TRANSIT ADVERTISING (1966-1968)

Reach and frequency studies in New York, Chicago, Boston, Philadelphia and Detroit,for exterior transit showings (Kings/Queens posters, traveling displays, headlights, taillights); and riding of buses, subways and trolleys. Reported by demographics and product use groups.

1968 - W.R. SIMMONS FOR INSTITUTE OF OUTDOOR ADVERTISING - A STUDY OF CUMULATIVE REACH AND FREQUENCY OF EXPOSURE TO OUTDOOR POSTERS

Report providing national reach and frequency estimates for #50 and #100 poster showings, based on "nationwide" sample of 1,382 adults in 14 markets. Conducted in 1966. Respondents used hand counters to record each time a poster was passed. Counts were recorded each day in a diary kept for two weeks. Time spent with other media was also recorded in the diary. Based on data for 681 respondents.

1972 - MARKETS IN FOCUS FOR METRO TRANSIT ADVERTISING

Measurement of ridership of New York City buses, subways and commuter railroads. Estimates reported for the last four weeks in total; and for the past week by number of rides. Reported by demographic and product use groups.

1977 - RUSSELL MARKETING RESEARCH FOR TDI WINSTON NETWORK - STUDY OF THE CHARACTERISTICS OF OF BART RIDERS

Report describing the demographic and product use characteristics of riders on the BART system. Based on 307 personal, intercept interviews conducted among persons while traveling on the trains, over a one-week period.

1978 - JEROME GREENE, MARKETMATH, FOR INSTITUTE OF OUTDOOR ADVERTISING - A DESCRIPTION OF HOW OUTDOOR ADVERTISING ESTIMATES ARE REACHED

Paper describing how audience reach and frequency estimates reported nationally by SMRB and locally by AMMO are obtained.

1978 -MARKETING AND RESEARCH COUNSELORS FOR NATIONAL TRANSIT ADVERTISING, TDI WINSTON NETWORK - WASHINGTON, D.C. METROBUS RIDER STUDY

Study to provide demographic and product use profile of the Washington, D.C. bus commuter. Based on personal, intercept interviews with 452 riders, in a sample of bus routes.

1981 - TDI WINSTON NETWORK - CHICAGO COMMUTER STUDY/SIMMONS '81; NEW YORK COMMUTER STUDY/SIMMONS '81

Special tabulation of Simmons 1981 syndicated data for Chicago and New York to estimate the number of train riders in the ADI area and their characteristics. Estimates are reported for regular riders and occasional riders.

1983 - BRUSKIN FOR TDI WINSTON NETWORK - MEMPHIS, ST. LOUIS, WASHINGTON, D.C., TRANSIT ESTIMATED AUDIENCE MEASUREMENT

Study to determine the reach and frequency of exterior transit advertising on buses in three markets. Based on 150 respondents per market, recruited to keep daily bus diary over an eight-day period, to record number of buses seen and sides of buses seen each day.

1986 - THEO A. HESS, NIPO, AMSTERDAM - A NEW METHOD FOR THE MEASUREMENT OFTHE EFFECTIVENESS OF POSTER CAMPAIGNS: "THE CIA TEST" - FROM THE 1986 ESOMAR SEMINAR, HELSINKI

Description of a large-scale Netherlands study, called the "CIA Test," designed to estimate the audience of outdoor advertising campaigns. Conducted by NIPO research company for the Organization of Advertisers and Organization of Advertising Agencies. The study obtained: (1) counts of people who passed by a sample of 455 poster sites, to estimate opportunities to see; (2) on-site interviews with pedestrians, to estimate "conscious confrontations"; and (3) in-home interviews with over 5,000 persons to estimate campaign coverage and audience profile. It was estimated that "conscious confrontation" with outdoor is 24% among pedestrians and 5% among motorized trafic passersby, averaging 10% overall. Average reach was 60% for the medium, varying from .50% to 35% for individual campaigns.

1988- PYM CORNISH AND RICHARD WINDLE, RESEARCH SERVICES, LONDON - CHARACTERISTICS OF THE POSTER AUDIENCE IN GREAT BRITAIN - FROM THE 1988 ESOMAR SEMINAR, MADRID

Report of the 1987 National Poster Study conducted in Britain to provide estimates of outdoor reach and frequency, and audience composition. The study was designed to complement OSCAR, a system developed in 1985 to provide gross audience estimates for individual posters (See 1986 Derek Bloom listing). In the National Poster Study, poster passages by a national sample of persons 15 and over were related to a national sample of poster locations. Personal interviews were completed with 704 persons concerning their travel behavior each day of the preceding week; this information was recorded on travel maps coded by poster sites. The study also involved visits to the sample of over 6,000 sites to verify site location and characteristics.

1988 - DELCAN FOR COMB (CANADIAN OUTDOOR MEASUREMENT BUREAU) - 1985-1988 LOAD FACTOR/IN-MARKET STUDY

Research conducted in a total of 44 Canadian markets from 1985 through 1988 to estimate number of passengers per vehicle and percerccentage of in-market traffic, for each market. Based on observations at a random sample of outdoor locations in each market. Observers recorded license plates and number of persons per vehicle. Load factors based on this research range from 1.31 to 1.91, depending on market; in-market percentages range from 54% to 94%. Additional studies in 1990 and 1991 will add new markets and assess the stability of estimates for markets studied earlier.

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