Rating POSTAR

Reviews POSTAR, the new poster audience measurement system which replaced OSCAR a year ago. POSTAR has been welcomed as more credible research than OSCAR; the improvements over OSCAR are summarised: in particular, net audience figures are more scientifically calculated using a system known as Visibility Adjusted Impacts (VAIs).

Rating POSTAR

Nigel Mansell of Concord reviews progress towards a genuine ratings-based currency for the UK's outdoor media

Nigel Mansell

It is now more than a year since POSTAR, son of the much maligned OSCAR roadside advertising research, was launched with great expectations at bafta. The industry expected the creation of a ratings currency which for the first time would allow outdoor media to be bought and sold on accurate audiences. POSTAR has been welcomed as more credible research than the previous OSCAR system, with a robust way of measuring the numbers of people likely to see a poster campaign...

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