Measurement of OOH audiences - a new and innovative development in Latin America

This paper provides a contribution to the process of generating databases as applied to outdoor measurement in the situation where budget restrictions disallow the use of GPS systems.

Measurement of OOH audiences - a new and innovative development in Latin America

Alberto Arnaldo and Alberto RaweIBOPE, Argentina

Jorge Funes Bertoli Independent consultant, Argentina

INTRODUCTION

We were faced with the challenge of creating a database of Adults aged 18–65 years, both sexes, and at all socio-economic levels. Aware of the difficulties involved, we began planning the study on the basis of domiciliary personal interviews aimed at individuals that agreed to carry, for a determined period, a GPS.

During the study design period, Argentina was in the midst of a great economic crisis, causing economic and...

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