• November 23, 2011

WPP’s Kinetic Tuesday clarified an earlier announcement that it would utilize the out-of-home industry’s new “Eyes On” audience methodology exclusively for all of its 2012 media planning, saying that it will not exclude out-of-home media vendors that continue to use the industry’s old “daily effective circulation,” or DEC, audience estimate method (MediaDailyNews Nov. 21). A Kinetic spokesperson said the agency did not mean to imply 100% compliance with the “Eyes On” method, but that it would “heavily scrutinize” and “discount” buys on smaller vendors that are not yet “Eyes On” compliant.