Nielsen Outdoor Results: Adults Exposed to 40 Messages Per Day

[SOURCE: MediaWeek]
Nielsen Outdoor is now compiling data on people's exposure to outdoor advertising. In Chicago, home of the World Champion White Sox, the average adult is exposed on average to 40 outdoor messages per day. Not surprising, exposure to outdoor advertising peaks during morning and evening commutes. As outdoor advertising surges, the industry has been working to develop a ratings service that would put the outdoor medium on the same playing field with other forms of media. To measure outdoor exposure to about 12,600 outdoor panels in Chicago, Nielsen recruited a panel of 850 respondents to carry a small, pager-sized GPS device called an Npod (Nielsen personal outdoor device) for nine days.
http://www.mediaweek.com/mw/news/recent_display.jsp?vnu_content_id=1001615013

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