Arbitron says it will work with the outdoor industry through the OAAA (Outdoor Advertising Association of America) on a comprehensive research program aimed at creating an outdoor audience ratings
service. The test will begin later this summer. Arbitron says it will explore methods to develop an audience measurement service that conforms to existing ratings standards used by radio, TV,
magazines and newspapers. The components envisioned in the new outdoor ratings service would include audience demographics and audience estimates, such as reach, frequency and gross ratings points.
Arbitron will examine several different methodologies this summer to determine which to use in a more extensive test in Atlanta planned for this fall. Currently, the outdoor media industry provides
advertisers with Traffic Audit Bureau audited counts of vehicular traffic. The TAB supports the Arbitron initiative.
