Quantitative measurement. Potential contacts and their profile for subway and surface outdoor advertising

Marco Tapia Ibarra and Cecilia Navarro Alaluf

The aim of the following document is to shed light on the scenario where the communication media sector in Chile currently operates, specifically relating to outdoor advertising, advertising agencies and sponsors, providing them with a tool which will allow them obtain the same indicators as used in other media, such as rating, frequency and GRPs.

Quantitative Measurement: Potential Contacts and Their Profile for Subway and Surface Outdoor Advertising

Cecilia Navarro AlalufMedia Director, Search Marketing S.A., chileMarco Tapia IbarraMedia Director, Search Marketing S.A., Chile

BACKGROUND

Chile is a long and narrow shaped country located to the southwest of the American continent, with a population of 14,821,714 inhabitants, composed of 49.5% men and 50.5% women. 

The country is divided into thirteen regions, each consisting of provinces that are in turn subdivided into communes (municipalities). The capital of the country, Santiago, is located in the metropolitan region and, considering all thirtyfour municipalities, has a...

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