Outdoor visibility and audience: a “Crystal Box” approach

Massimo Corrado, Benjamin Ruiz and Hector Matus


At the end of 2004, the Mexican Media Research Committee (CIM) launched a tender to measure Outdoor Audience in the metropolitan areas of Mexico City, Guadalajara and Monterrey (an area covering more than 25% of the Mexican population: 20 million in Mexico City, 4 million in Guadalajara and 4 million in Monterrey). The CIM is a body incorporating media owners, advertisers and media buyers in Mexico.

After a selection process that lasted over a year, IBOPE AGB Mexico was granted the endorsement of the Industry Committee (CIM) to begin implementation of the proposed Outdoor Audience measurement system and negotiate the relative contract with all potential clients of the service: media owners and media centrals.