What are DECs?

Daily Effective Circulation (DEC):  Average number of Persons 18+ potentially exposed to an advertising display for either 12 hours (unilluminated – 6:00 am to 6:00 pm) or 18 hours (illuminated – 6:00 am to 12 midnight).

Some facts about DECs:

• The DEC is an accurate measure of circulation or an Opportunity to See media measure.   It is similar to measures used by other media (e.g. TV ratings) in that it counts people passing by OOH advertising, but not necessarily seeing the advertising.

• DECs do consider such factors as traffic direction and illumination to refine gross traffic passage to reflect the true potential audience (circulation) of an OOH media unit.

• DECs are standardized circulation measures that are annually updated by the TAB.

• DECs have been utilized for the buying and selling of OOH media for over 75 years.  However, their lack of demographic audience detail and audience size (relative to other media) has limited their utility.

What are Eyes On Impressions?

Eyes On Impressions (EOI):  Average number of persons who are likely to notice an ad on an OOH display for either 12 hours (unilluminated – 6:00 am to 6:00 pm) or 18 hours (illuminated – 6:00 am to 12 midnight).

Some facts about EOIs:

• EOIs are measures of commercial audience; not merely circulation of people passing. 

• EOIs are the number of people likely to notice an ad, not a measure of those who engage in the ad content.  The former is based on the drawing power of the media format and location, the latter is based on the ad copy and consumer interest.

• EOI’s are available for all major demographic audience segments used by other media. 

• EOI’s will be reported as weekly impressions.

Example:

OOH Unit	Location	DEC Adults 18+	Weekly Circ. Persons18+	EOI Adults  18+	EOI Adults  25-54
Billboard 1	Location 1	29,432	206,024	127,734	76,640
Billboard 2	Location 2	29,432	206,024	69,430	43,046
Billboard 3	Location 3	29,432	206,024	179,240	98,582

How will Eyes On impact campaigns?

 Here is how Eyes On Impressions (EOI) will differ from DECs:

• Campaign delivery, as measured with respect to commercial audience vs. circulation) will be lower. 
• The ratio between the two will vary by the media formats and locations in the campaign.
• Therefore, campaigns with the same Weekly circulation delivery can have different levels of Eyes On audience delivery.

How will Eyes On impact reach?

The move to commercial audience estimates (EOI) will reduce the frequency of times individuals are exposed to a campaign, but will have nominal impact on the reach of a campaign.  The table below illustrates how Eyes On reach quickly builds to the existing DEC reach level. Clearly, the larger the VAI factor the fewer passages required to achieve maximum reach past a unit.  This protects OOH’s strong position as a reach medium.

How many demographic segments will be available?

• Sex by Age groups will be reported in 5 year segments.
• Race and Ethnic groups by Sex and Age will be reported in 15 year segments.
• HH Income by Sex and Age in 15 year segments.
• Any of these 5 year groups can be added to for larger groups (e.g. Women 25-54).
• In all, 200 core demographics can be combined to from 1,000 different target audiences.

What other information will be available?
 
 We will have additional information about the roads and enviroments containing OOH inventory, including:

• Modes of transportation used by workers
• Population in and out flow
• Local business profiles
• Local occupation profiles
• Purpose of trip
  

Glossary of Terms

Count Station.   A section of road with a specific traffic pattern.  Count stations contain traffic estimates and the demographic composition of that traffic.  All boards assigned to a count station start with same traffic count.

Daily Effective Circulation (DEC).  Average number of Persons 18+ potentially exposed to an advertising display for either 12 hours (unilluminated – 6:00 am to 6:00 pm) or 18 hours (illuminated – 6:00 am to 12 midnight).

Eyes On Impressions (EOI).  Average number of persons who are likely to notice an ad on an OOH display for either 12 hours (unilluminated – 6:00 am to 6:00 pm) or 18 hours (illuminated – 6:00 am to 12 midnight).

Opportunity to See (OTS).  Is a baseline measure of media exposure.  OTS estimates are measures of the media (e.g. magazine) or editorial content (e.g. TV program).  It is a measure of the potential audience of an advertisement  but not an actual measure of people who see the ad.  OTS is today’s standard for reporting ratings for all media types.

Likelihood to See (LTS).  The portion of the OTS audience who are likely to see an ad.  OOH will be the first medium in the US to move from reporting OTS audiences (DECs) to LTS audiences (EOIs)  LTS audiences can also be referred to as commercial audiences.

Reach & Frequency (R & F):  Common media planning metrics used to assess the impact of the unit or units’ impact across the entire ad campaign.  Reach (or Cume) is the percentage of a target audience that are exposed (or in our case likely to see) the ad at least one time.  Frequency is the number of times the average person in the target audience is exposed.  R&F goals are major metrics under which plans and buys are judged by advertisers.

Visibility Adjustment Index (VAI).  A ratio or the percentage of a unit’s total OTS audience (DECs) who are likely to notice an ad.  VAI’s are derived from studying the impact of common board characteristics of size, road side, distance from the road, road type, and illumination.

To and Through Demographics:  The demographics reported in the Eyes On system are based on all people who ride into a count station; not merely the people who live near it.  This is a major enhancement to reflect total traffic rather than the traffic originating in the count station’s neighborhood.