Out-of-Home Research: Audience Accumulation/Duplication; R&F Research

Newsweek Media Research Index

Out-of-Home Research: Audience Accumulation/Duplication; R&F Research

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 - 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 - 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 travel 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.

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.

1970 - CLAUDE NEON - INSIDE OUTDOOR.

Report concerning the Canadian Math Model to estimate reach and frequency for posters. This was the first use of the GRP concept for outdoor in Canada.

1978 - MEDIACOM (FORMERLY CLAUDE NEON) - MEDIACOMPUTER, THE MEASURE OF OUTDOORS.

Discussion of program to obtain outdoor reach and frequency estimates, GRP's, costs, number of panels, frequency distribution, for 21 Canadian cities.

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.

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