Letter from Joe Philport, President & CEO, TAB

EYES ON Ratings declared Official Currency for OOH by TAB Board of Directors

October 1, 2011

On September 22, TAB's Board of Directors unanimously approved a resolution declaring EYES ON ratings the official currency for buying and selling OOH media for the formats currently measured. Further, the Board resolved that effective January 1, 2012, TAB will no longer endorse the use of DECs as a measure of OOH audience for these formats.

This decision follows an 18 month transition period in which the quality and value of the new system was confirmed by TAB's membership. As the EYES ON system was being built, I don't think anyone envisioned the significance and scope of the transition process and the Board's landmark resolution underscores a strong and unified industry endorsement across our media, advertiser and agency members.

Additionally, the Board approved the first major update of the EYES ON system, allowing TAB to incorporate the latest 2010 census data along with other travel research in order to update market composition, travel patterns and subsequent EYES ON ratings in all markets. The results will be reflected in the 2013 EYES ON release.

Finally, the Board approved the expansion of EYES ON measurement to include transit media covering interior and exterior bus advertising as well as rail cars and stations A first release of several markets will occur in 2012, with expansion to more markets starting in 2013.

As most of you know, third party software providers such as TELMAR and Nielsen IMS have incorporated EYES ON into their OOH and multi-media planning systems. The numbers and tools are now in place and the Board's actions confirm the industry's commitment to move forward with EYES ON without further delay.

As an industry, I recognize that each of you may have different questions as we continue our transition. TAB is committed to helping each member achieve success using the EYES ON system, and wants to know how we can help.

Feel free to contact me at joephilport@tabonline.com or 212-972-8075, ext 215.

Most sincerely,

Joe Philport
President & CEO
Traffic Audit Bureau for Media Measurement


Review the May 4th OAAA/TAB Webinar VIII - Focusing on Local Market Needs
 View Video
Click here to download the accompanying workbook for the 2011 OAAA/TAB Convention EYES ON Training Workshop - The Transition to EYES On: Using the New Numbers
Announcing an Update to Audit Operations Schedule - click here.
For a list of companies, by market, providing EYES ON - click here.
Vehicle load factor updated - click here for more information.
Review the February 17th OAAA/TAB Webinar VII - From Planning to Buying  View Video
A new EYES ON Basics research primer is now available. Click here to view - available in quantity to TAB members. Please contact TAB for details.

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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.

 

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