CIRCULATION AND OUT OF HOME ADVERTISING
Out-of-Home advertising is unique in that its audience is found on the roads and railways of America. Therefore, measuring the audience of any out-of-home panel must start with measuring the travel of Americans who pass that panel.
Accurate measures of travel are available from state and local Departments of Transportation (DOT). Geopath works with these DOTs to get the most accurate and current data available. Then, Geopath calculates weekly circulation using these official traffic counts. Geopath's consistent methodology ensures that all audience measures have been independently collected, calculated, and verified within and across all markets. Geopath's procedures in calculating circulation are recognized and embraced as the industry standard in the advertising community.
HOW GEOPATH DETERMINES WEEKLY CIRCULATION
Weekly circulation represents the number of people 18+ potentially exposed to an out of home panel in an average week of the year. To arrive at this measure for any particular panel, Geopath starts with approved traffic counts around that panel and removes all traffic not traveling in the proper direction to view it. Next, traffic levels are refined by eliminating traffic passing during hours the panel is not illuminated. Finally, these traffic counts are multiplied by a load factor of 1.5 to convert vehicles passing into people passing. Weekly circulation provides the number of people that have an opportunity to see an advertisement as opposed to the number of vehicles passing on the same road.
BUILDING THE FOUNDATION
Geopath's weekly circulation counts provide the strongest possible base for panel-by-panel audience measurement. Due to reliable source data and Geopath's methodology, they ensure an unparalleled level of accuracy measuring people passing hundreds of thousands of out of home panels. These circulation counts are critical to Geopath Ratings in that all other sections of research provide refinement of this base measure.