The Canadian Experience In Developing An Outdoor Reach And Frequency Model

Getting from there to here!

Mary E. Falbo
COMB Canadian Outdoor Measurement Bureau
Joanne Van der Burgt


For years the outdoor industry in Canada has been working with a reach and frequency model that had suffered erosion in market confidence and therefore relevance with buyers since its creation in the early 1990s. Over the years, the outdoor landscape had changed significantly with consolidation reducing the number of operators by 50%, while experiencing significant growth in panel inventory by a factor of 180. Clearly, the model of yesteryear was less relevant and reflective of today's marketplace.