|
Outdoor Industry selects GfK MRI and Telmar for Comprehensive Outdoor Research
Powerful new tool will be available in over 200 markets
Contact: Diane Cimine,
917-847-9014,
dcimine@aol.com
New York, N.Y. April 23, 2006:
The Traffic Audit Bureau for Media
Measurement announced today the final
phase of its integrated audience
measurement system that will provide
“eyes-on” demographic audience data for
outdoor advertising in over 200 markets.
TAB's Board of Directors voted to
commence contract negotiations for the
project with the team of GfK/MRI and
Telmar, following an extensive RFP
process that included proposals from
leading research companies around the
world. In making the announcement, Joe
Philport, TAB’s President & CEO said,
“Advertisers have long asked how they
can know if their advertising is being
noticed and our industry is rising to
that challenge.”
This initiative is the third
component of TAB’s master plan to
provide a comprehensive outdoor media
measurement system. The first phase, a
new market level audit was released in
Spring 2005 and employed an advanced
audit methodology to provide circulation
measures of total persons 18+ for each
of the nearly 500,000 units nationwide.
The second phase currently in the
field is a VAI (Visibility Adjustment
Index) study being developed by GfK NOP
that will make the outdoor advertising
medium the first to provide syndicated
measures of how many people noticed the
advertisement. This will give out
outdoor advertising a better measurement
tool than currently exists for any other
major media.
The decision ended an intensive
search to identify market research
companies that could best address the
unique challenges presented by the
outdoor medium and create an elegant
solution which merged the complex
components of this integrated
measurement system. In awarding the
project to GfK/MRI and Telmar, the
Technical Committee of TAB found their
proposal unique and the team well
qualified to execute this demanding
project.
TAB Executive Committee member Mark
Kaline from Ford Motor company added:
"This is a giant leap forward for the
out of home industry in an amazingly
short period of time and will provide
marketers with more credible information
than they have ever had before for the
purposes of planning and buying the
medium".
As the leading supplier of magazine
research in the United States, MRI is
known for its media research expertise
and for managing an outstanding field
operation. GfK’s Eurisko division has
extensive experience in conducting
outdoor advertising research and has
designed and produced a state of the art
GPS meter which it has employed in Italy
for many years. Combined with the
experience that Telmar brings to
modeling and systems development, the
two organizations offered the best
combination of statistical expertise,
transportation research knowledge and
media research experience essential to
the delivery of a world-class
measurement solution for the US outdoor
advertising medium.
The research will be developed in a
phased approach over a three year
period.
For further information, please visit
www.tabonline.com.
xxx
About TAB
Established in 1933, the Traffic Audit
Bureau for Media Measurement Inc. is a
non-profit organization whose primary
mission is to audit the circulation of
out of home media in the United States.
Run by a tripartite board comprised of
advertisers, agencies and media
companies, the TAB acts as an independent industry organization in accordance with guidelines established by its Board of Directors.
About GfK/MRI
The GfK Group is the No. 5 market research organization worldwide with over 130 subsidiaries located in 70 countries. Founded in 1979, MRI is a part of the GfK Group and is the country's leading provider of magazine audience and multimedia research data. MRI data have become the basic media-planning currency for the majority of the media plans that are created each year by national advertisers and their agencies.
About Telmar
Telmar Information Services Corp. is a member of the Telmar Group of companies. Telmar Group Inc. is a leading supplier of media planning services. It offers a wide range of software and support services that permit advertisers, advertising media, and agencies to integrate a wide range of data sources, and to efficiently plan, select and sell media. Headquartered in New York City, Telmar is a worldwide company with offices in all major advertising centers.
The Traffic Audit for Media Measurement, Inc
271 Madison Avenue, Suite 1504, New York, NY 10016
Phone: 212.972.8075 ext. 215 Fax: 212.972.8928
|
