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TAB Out of Home Ratings is an audience measurement system.
It was created to meet the needs of out of home media, advertising agencies and
advertisers who collectively form the membership of TAB. We were told that they
wanted a measurement system consistent with those of other media, giving out of
home equal strategic and budgetary consideration during the planning process and
greater accountability in the buying process.
Now, TAB Out of Home Ratings is that audience measurement system. Comprehensive,
standardized, quantitative and accurate, TAB Out of Home Ratings is now the official
currency for out of home advertising. Relevant specifications include:
- Audiences for billboards, posters, junior posters, transit shelters and phone kiosks
- Geographically sensitive reach & frequency
- Granular detail, reporting individual out of home units in over 200 DMAs
- Detailed demographic data comparable to other media
- True commercial ratings based on people who see the advertising
Related Reading:
Wachovia Report, NY Times Article
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Ratings are changing the way out of home is planned, bought and sold.
The new ratings allow out of home to become an audience driven medium. Now, TAB
Out of Home Ratings will help transition the industry from a legacy of selling based
primarily on showings and locations to accountability-based selling of the audiences
that out of home campaigns actually deliver.
For the first time, out of home has scalable audience estimates that can be projected
to the DMA or CBSA standard media market definitions used by other media. Now, out
of home ratings can be compared and used in conjunction with the ratings of other
local and national media.
This means that both local and national sales teams can benefit from the ratings.
Local sellers can use TAB Out of Home Ratings to demonstrate how out of home media
can effectively contribute to the objectives of local advertisers.
The ratings can also make it easier for planners to assess the power of out of home
media when used in combination with other media. Most importantly, TAB Out of Home
Ratings will provide a new level of accountability that will generate more confidence
and use among both local and national advertisers.
Related Reading: Intelligence
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TAB ratings are based on a high-quality research program.
The research behind the ratings system is innovative and sophisticated. It is the
first ratings system to report audiences who see out of home advertising throughout
the country.
While the ratings are similar to those reported by other media. The geographic dispersion
and diversity of out of home media formats and locations required a research program
more complex than those of other media.
The research is based on a collaborative effort of leading research companies with
expertise in traffic engineering, traditional survey research, eye-tracking, modeling,
trip simulations and data integration.
All of the research was conducted with the oversight of an independent technical
committee comprised of experts in media research and the TAB Board of Directors.
Related Reading: Our Research
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Ratings have replaced DECs.
In 2011, after an extensive evaluation period, advertising agencies, advertisers
and media companies, who comprise the TAB Board of Directors, voted TAB Out of Home
Ratings the official currency for buying and selling out of home media.
The new ratings replace DECs (Daily Effective Circulation). DECs were used by the
out of home industry for over 75 years. However, they never were a true measure
of audience comparable to ratings used by other media.
The fundamental truth is that advertisers – small and large, local and national
– require audience-driven accountability to invest in an advertising medium and
TAB Out of Home Ratings provides this validation in a way DECs simply could not.
Related Reading:Industry
Endorses TAB Ratings
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The ratings are available through TAB membership.
Established in 1933, TAB is an advertising trade organization whose mission is to
lead in the development and delivery of out of home media measurement systems. It
is governed by a tripartite Board of Directors that includes advertising agencies,
advertisers and media companies.
Any company who is in one of these categories can become a member of the TAB. Only
members of TAB can receive the detailed audience ratings of out of home's official
measurement currency.
Agencies and advertisers should confirm that their media partners are active members
and subscribe to TAB Out of Home Ratings data.
Any member may receive this data from TAB's web-based Audience Delivery System (ADS).
It has the functionality for defining markets, selecting sellers & their inventory
and reporting ratings for demographic targets.
Members also have the option to use third party processors for additional functions,
including charting or planning analyses. These third party companies have been licensed
to work with TAB Out of Home Ratings.
If you are interested in learning more about TAB membership and rating, please contact us.
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