| August 10, 2007 Digital Billboard & Tri-vision Signage DECs
Dear TAB Member,
To follow-up with the June 29th memo
regarding recent audit changes affecting
digital billboards and tri-vision
signage, please note the following:
- Digital billboards
DECs are being measured on a
structure basis and not reported by
each individual message. Adjustments
have been made to our database, and
these changes are now reflected on
TAB’s website
www.tabonline.com. All digital
billboards are annotated with an
(*). Illumination for these boards
was based on data submitted to TAB.
Please review for accuracy.
- Tri-vision signage
DEC’s, as with digital billboards,
are now being reported on a
structure basis. TAB no longer
reports tri-vision DEC’s by
assigning one third of the DEC for
that particular location to each
flip. Tri-visions are being reported
in TAB’s database as one panel, and
all tri-visions are annotated with
an (*) on the TAB website.
- Proposals must
annotate which panels are digital or
tri-vision and inform the user that
the reported DEC is structure based.
Proposal audits will be performed to
make sure proposals conform to this
ruling.
- TAB’s Technical Committee
has been assigned the task of taking
a deeper look into the measurement
of digital billboards and
tri-visions. It was noted that read
time, speed and congestion all play
significant roles in how many
message can be viewed. In order to
account for these variables
accurately each location would need
to be studied individually. As an
interim step, the choice has been
made to report a structure DEC until
the Technical Committee makes a
final recommendation. This should
not imply that TAB is saying that
each “flip” or individual message is
worth the full structure DEC.
Only that until research is done to
determine the value of each message
or “flip” it will be up to buyer and
seller to determine the appropriate
portion of the structure DEC
assigned to each individual message.
As of this date we do not have a
timeline as to when the Technical
Committee will have a
recommendation. We will certainly
keep you posted on any developments.
(*) Be advised that the DEC
reported for this tri-vision or
digital billboard location
represents the complete DEC for this
location. It has not been adjusted
to account for the number of
messages displayed.
If you have any questions on any of
the above please contact me.
Sincerely,
Larry Hennessy
V.P. Audit Policy & Member Services
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