Outdoor visibility and audience: a “Crystal Box” approach

IBOPE AGB Mexico began implementation of an Outdoor Audience measurement system to measure the Outdoor Audience in Mexico City, Guadalajara and Monterrey, an area including 28 million individuals (more than 25% of the Mexican population).

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...

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