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...