More than just a survey: considerations for selecting an integrated approach to audience measurement

Joseph Philport
Traffic Audit Bureau, United States

Jay Mattlin
New Ventures, United States

Peter Walsh
Telmar Group, Australia


This paper provides an overview of the new Eyes-On Out-of-Home (OOH) Audience Measurement System currently being implemented across America by The Traffic Audit Bureau for Media Measurement, Inc. It describes the system design and the rationale for selecting an integrated approach involving traffic counts, eye-tracking research, survey research, data integration and modeling over a more tradition survey-centric approach. The important role of traffic counts and eye-tracking research has been developed in other research papers. Therefore, this paper presents a brief overview of the rationale and components of the system and focuses on the role of traffic data, surveys, data analytics and modeling in TAB's integrated system.