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Cost to purchase 1000 impressions. |
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Exposure to a commercial advertisement. |
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Cost to purchase one GRP. |
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Average number of times people are exposed to an advertising campaign. For radio and television, a frequency of 3 to 6 will suffice, but a frequency of 15 is generally recommended for out-of-home advertising since car passengers are only exposed to billboards for a few seconds, versus 30 or 60 seconds of exposure in radio or television. |
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One GRP represents 1% of the population. Thus, in a 200,000 person market, 100 GRPs represent 200,000 impressions (in-market circulation of 200,000). |
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Number of different people reached by an advertising campaign. Reach can be expressed in gross numbers (e.g. 1,300,000 persons) or through a percentage of the market population (e.g. 75% of 25 to 54 year-olds in Montreal). Reach and frequency are estimated based on the COMB Navigator mathematical model. |
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Number of faces, impressions or advertising dollars controlled by an operator, divided by the total market number. |
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Daily circulation attributed to people residing within the market. These are the impressions used to calculate GRPs. |
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Geographical territory in which the operator is active. Since 2007, all AMA markets correspond to the Statistics Canada definition of “Census metropolitan area” or CMA. |
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Average number of occupants per car (e.g. 1.36 in Montreal). COMB obtains this factor by observing cars circulating in the market. |
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TAB is a non-profit organization whose mission is to audit the circulation of out-of-home media in the United States. Recently, TAB’s role has been expanded to lead and/or support other major out-of-home industry research initiatives . |
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Total number of people exposed to the out-of-home display each day. This number does not necessary represent different people. COMB obtains car traffic by multiplying the number of cars by the load factor . |
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GIS is Astral Media Outdoor’s proprietary market analysis system dedicated to advertisers. GIS allows Astral Media Outdoor to transpose a large number of socio-demographic, psychographic and other consumer-related variables over geographical maps. GIS’s objectives are to identify where advertisers’ target audiences live and go for entertainment, food and drink, as well as pinpointing which of Astral Media Outdoor’s advertising faces are most effective in reaching those target groups to achieve advertising goals. |
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CODA represents industry leaders from across Canada. CODA promotes the value and brand image of the industry while bringing digital operators and suppliers together to enhance and continue to develop this growing industry. |
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The OAAA is the association representing the outdoor advertising industry in the United States. Founded in 1891, the OAAA is dedicated to promoting, protecting and advancing the industry’s interests. |
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This publication organizes all Canadian media by category. For each media category, CARD typically provides the following information: contact persons, rates, technical specifications and circulation. |
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OMAC’s goal is to create awareness of and to promote exterior and interior media in Canada to advertisers and advertising agencies. |
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COMB Navigator is a planning tool for billboard advertising campaigns in Canada, based on a Reach and Frequency model . Planning is done based on desired display operator , market, display product and target group. The data provided by COMB Navigator is collected from display operators’ inventory, COMB’s most recent circulation data, and BBM-RAE and Statistics Canada data. |
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The Canadian Outdoor Measurement Bureau (COMB) is a national non-profit organization independently operated by representatives comprised of advertisers, advertising agencies and the Canadian out-of-home advertising industry. COMB is charged with the verification of traffic circulation for the benefit of the industry and its users . It also publishes a bi-annual report on market data. |
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