Eyes On Ratings are a new and powerful
measurement currency. Out of Home will be
the first medium to report true commercial
audiences, offering more precise measures
than available for any other media.
Eyes On Ratings will include demographics
and reach and frequency critical to assess
the
power of OOH in multimedia campaigns.
Advertisers and agencies will be able to use
Eyes On Ratings in budget setting and
ROI analyses.
Wachovia Capital Markets forecasts that
Eyes On Ratings will bring a potential
$7 billion increase in OOH advertising
revenues.
Since 1933, the Traffic Audit Bureau for Media Measurement has acted as an independent provider of
standardized and valid circulation measures for Out of Home media for both buyers and sellers.
TAB is a not-for-profit organization whose support comes from three major industry segments: advertisers,
advertising agencies, and OOH media companies.TAB’s tripartite membership and management principles
ensure buyer control over the governing policies of auditing practices, as well as all TAB audience
measures.
