Glossary

AADT Annual Average Daily Traffic (AADT) represents total traffic volume on a segment of road for an average day of the year.

BBM-RTS A Canadian media study conducted twice per year by BBM Analytics using a sample of 65,000 Canadian consumers. A valuable tool trusted by over 40 of Canada’s leading advertising agencies and numerous media companies

CA Market Census Agglomeration (CA); Area consisting of one or more neighbouring municipalities situated around a major urban core. A Census Agglomeration must have an urban core population of at least 10,000 but less than 100,000. A CA is composed of one or more CSDs.

Circulation Refers to out-of-home advertising exposures whereby one exposure represents one person travelling toward or by an out-of-home advertising face within COMB-specified distance criteria.

CMA Market Census Metropolitan Area (CMA): Area consisting of one or more neighbouring municipalities situated around a major urban core. A Census Metropolitan Area must have a total population of at least 100,000 of which 50,000 or more live in the urban core. A CMA is composed of one or more CSDs.

COMB Audit Effective the second half of 2014, the COMB Audit will verify that COMB OOH company members are delivering the correct COMB-approved circulations and where appropriate, corresponding GRPs. The new audit process will ensure that critical data such as circulations, in-market factors and populations are synchronized between COMB and its OOH company members.

COMB Data Report A bi-annual compilation of the latest circulation and inventory data for all COMB OOH Company members.

COMB School The COMB School program helps COMB members understand how COMB conducts circulation measurement, and the primary research principles used by COMB. This helps planners, buyers and sellers differentiate between COMB-approved measurement and non-COMB-approved.

COMBNavigator® Software tool used for outdoor media planning analysis. COMBNavigator® reports on estimated campaign impact using reach-frequency and other common media-planning metrics.

CSD Market Census SubDivision (CSD): Area that is a municipality or an area that is deemed to be equivalent to a municipality for statistical reporting purposes. A CSD market can be within the boundaries of a CMA or CA, or be a proximate CSD not within either a CMA or CA.

Loop Length The length of time in seconds for an advertising display to rotate / transition through the number of unique ads being advertised.

Digital Network A collection of digital advertising displays, (LED, LCD or video advertising screens of varying sizes) located roadside or in other outdoor spaces within a market or multiple markets; or located in similar indoor venues within a market or multiple markets.

Expansion factor A numerical figure used to convert raw research data into reliable average-daily or average-weekly ‘circulation’. An expansion factor is created through statistical analysis of historical data.

Face The advertising display surface. A face for a digital product represents the screen, not an individual advertisement, in the COMB Data Report.

Effective Frequency Frequency value used to establish Effective Reach.

Effective Reach The percentage of a target audience that is exposed to a campaign at a set level of frequency determined to be necessary in order to generate recall (in order for a viewer to remember having seen it).

GRP Gross Rating Point (GRP) is a measure of the advertising weight delivered by an advertising campaign. It is equal to the percentage of the target audience reached by a campaign, times the average number of times it is seen (frequency). One Outdoor ‘GRP’ represents 1% of the population aged 5+ (also referred to as a ‘Market GRP’). One Outdoor ‘Target GRP’ represents 1% of the target population. Formula: GRP = (Total advertising impressions / population) x 100.

Indoor network A collection of advertising faces located in multiple indoor establishments typically of a similar nature, e.g. malls, fitness clubs, resto-bars, college/university campuses, subways.

In-Market Impressions The total number of advertising exposures generated against market residents and deemed-residents aged 5+.

In-market Average Daily Circulation Number of advertising exposures generated on an average day of the year against the market residents and/or deemed-residents aged 5+. Reported measurement used for outdoor advertising. An exposure represents one person travelling toward or by an out-of-home advertising face within COMB-specified distance criteria.

Load Factor A numerical figure that represents the average number of passengers travelling in non-commercial vehicles in a given market. The load factor is used to convert traffic volume to number of people exposed to outdoor advertising.

OOH Company Media company owning or representing out-of-home (OOH) advertising displays.

OOH Company Defined Market An OOH company’s custom market area that covers a specific geographical region. A plant defined market can be a group of CSDs on their own, or a combination of CMA/CA/CSD markets. Also known as Plant Defined.

Reach The % of the target population that has been exposed to the advertising campaign at least once.

Reach-frequency Metrics used to assess the market impact of an advertising campaign. Reach represents the unduplicated number of people exposed to an advertisement and is typically expressed as ‘percentage of market population (or target population)’. Frequency represents the average number of times one person would be exposed. Reach x frequency equals GRPs (gross rating points).

Regression analysis A statistical technique used to find relationships between variables for the purpose of predicting future values. Source: Investor Words.com. For example, COMB uses regression analysis to find the relationship between one-hour pedestrian counts conducted at specific times on specific days of the week, to total weekly circulation.

Trio / Tri-vision A mechanized outdoor advertising unit with a slatted face, displaying three different advertising faces that rotate at predetermined time intervals.

Weighted average An average that takes into account the proportional relevance of each component, rather than treating each component equally. Source: Investor Words.com. COMB, for example, uses weighted averaging for indoor OOH formats in order to determine the ‘average circulation per face’ in a given market. The average circulation per face in an establishment with a high number of advertising faces is given greater emphasis (weighting) than the average circulation per face in an establishment with fewer faces.