Secondary research sources: OSCAR, POSTAR

 

Measurement of audiences for outdoor media is proceeding apace in Europe and North America. This article reviews current practice in the Netherlands, Canada, France, Italy, Switzerland and the USA an ...

Outdoor is the oldest broadcast medium. So why is outdoor so hot? Consolidation among outdoor contractors has created a forum and impetus to manage change and drive the medium forward. Outdoor has ...

Argues that the current structure of industry media research (as done through the JICs) is becoming increasingly irrelevant and must change. The fundamental questions facing advertisers concern total ...

Describes a study to improve the predictive power of the poster audience model, by extending it to take account of creative content and the product advertised. The POSTAR models (described briefly) pr ...

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: i ...

The outdoor medium will soon be the only mass reach broadcast medium. Until recently we have had very little data with which to compare the quality of one site against another or to understand how dif ...

This article discusses the limitations of poster audience research over the last decade, before setting out the needs of the '90s. It stresses the need for audience data. This does not mean throwing a ...

Improvements are described to poster industry services: research tools for pre-testing (Maiden's Mentor) and tracking (RSL's Signpost); considerable re-design of OSCAR, the industry audience measureme ...

The first Pan-European Survey of readership (PES) was published ten years ago in 1978. This article describes the fourth survey, PES4, and the main changes introduced since PES3, including an emphasis ...

Finance, commerce and industry have become increasingly internationalised over the past 25 years, because of the growth in multi-national enterprises and also as a result of advances in communication. ...

Discusses the difficulties of international readership research. These are containable with `niche' surveys concerned with highly selective market segments. Four of the European surveys of this kind - ...