What are the benefits of the new audit methodology?

1. Greater accuracy: All DEC’s have been standardized to reflect Average Annual Daily Traffic. They also have been statistically projected to reflect the current year.
2. Greater timeliness: Audit data will be updated annually to reflect any traffic pattern changes.
3. Greater consistency: The new audits provide market level consistency, with all plants in a DMA sharing DEC’s derived from a common method. Also all data has been independently gathered by TAB.
4. Greater utility: All inventory will now be geocoded with standardized descriptions standardized across all markets, thus enabling the data to be easier to analyze and more readily incorporated into multi-media planning systems

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What is DEC?

The Daily Effective Circulation, also known as DEC is the average number of persons 18+ potentially exposed to an out of home advertising display for either 12 hours (if un-illuminated: 6:00am - 6:00pm); 18 hours (if illuminated till midnight) or 24 hours (if illuminated continuously).

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How and when are DECs measured under the new system?

1. DECs are determined by matching billboard inventory submitted by plant operators against nearby traffic counts published by the local departments of transportation (DOTs).
2. DECs are measured annually. For existing inventory, a DEC changes every year either through a statistically-derived growth factor or an updated DOT statistic.
3. Additionally, new inventory submitted to TAB can now be integrated into current audits rather than waiting until a new audit is initiated.

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Why are some of the new DECs lower?

1. The new methodology has replaced the vast majority of hand counts with independently derived DOT statistics. Plant operators with a heavy use of hand counts historically will see the greatest discrepancies in the new results.
2.  TAB has also moved from ADT (average daily traffic) counts to AADT (average annual daily traffic). This method provides a truer reading of average day delivery. However with any change of method, variances may occur.

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Why is the new audited database so much larger than the previous one?

1. Under the new audit methodology the audited database has grown from approximately 225,000 units to nearly 500,000.
2. The industry has decided that in order to accurately and completely measure its’ impact financially against other media, all inventory must be subject to an audit.
3. The industry must be held accountable in the eyes of key buying decision makers.
4. Industry research initiatives designed to help increase out of homes share of media dollars require complete data in order to be effective.

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Why is some inventory marked as "pending"?

When inventory data is marked as “pending” in the TAB audited database it means that the DEC data for that location has not been approved for release. In these cases TAB is either waiting for plant operator compliance or the DEC is under review. Please contact TAB for the specific reason per market.

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Why are plant defined market averages no longer reported in Tabonline?

1. TAB has decided to focus on standardized market descriptions such as DMA and MSA.
2. TAB could not police how a plant described their markets because plants do not use the same criteria in creating their market definitions.
3. Buyers and sellers have the means through Tabonline’s reporting of individual location data and aggregated county data to analyze any plant defined market description presented to/by them. TAB encourages this analysis.

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How will TAB's new audit methodology make buying outdoor easier than before?

All inventory will be organized by both DMA (Designated Market Area) and MSA (Metropolitan Statistical Area), the geographic standards for the media buying industry. Managing inventory by these breaks allows out of home to be planned and purchased in tandem with other media.

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When and how can I access the new TAB Audit?

1. The release of the new audit began in January 2005. The initial focus is on the top 25 markets. The release of all markets should be completed mid year.
2. TAB members can access audit information two ways:
   • Through TAB ' s website: www.tabonline.com .
   • By consulting official audit statements, called Plant Operator Statements either on-line or through individual operators.

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When and how does a plant update their inventory data?

1. A plant may update their inventory data at any time to account for takedowns, new builds and acquired inventory.
2. The plant would update their data using TAB’s audit processing website Tabviewonline. The plant must inform TAB of the change. TAB would then generate any necessary counts. After plant approval the data would be re-released to TAB’s reporting website Tabonline.com.

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What happens to the old audit data in a market when the new audit data is released?

1. Be advised that in any market where a new audit is available, DEC data from any other audit, for any TAB member issued prior to January 1, 2005 should be considered outdated and not endorsed by TAB.
2. TAB will be refreshing and updating inventory levels and counts during the course of the year. Therefore, please contact TAB if you have any questions concerning the status of a plant or its inventory.

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Why is it important to use TAB Audited Data?

1. Before buying out of home, make sure the media is TAB audited and the DEC numbers reflect the new Audit methodology.
2. TAB audits provide accountability for the out of home advertising industry. Audited DEC's form a foundation for the planning, buying and selling process.

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How can I get more information on the new Audit?

1. TAB is committed to working with plants, advertisers and their agencies during this process to allow a fuller understanding of and greater use of the new Audit. Please contact Jeff Casper at jcasper@tabonline.com or by calling 212-972-8075.
2. By being a TAB member, you are issued the inside track to the latest developments and information surrounding out of home media measurement. For information about how to join, please call Larry Hennessy at 212-972-8075 or click here.

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