Outdoor visibility and audience: a “Crystal Box” approach
Massimo Corrado, Benjamin Ruiz and Hector MatusIBOPE AGB, Mexico
INTRODUCTION
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...