TAB 2015 Benchmarking Survey
Gail Chiasson, North American Editor
We hear that 232 members took the recent TAB 2015 Benchmarking Survey, far exceeding the Traffic Audit Bureau’s goal of 150 completes by 55%.
Kym Frank, new TAB president, says that a key component of TAB’s vision for the future is Operation M.O.R.E. – Measurement Optimization and Ratings Enhancement.
“As a part of the TAB 2015 Benchmarking Survey, I asked the membership to rate the importance of several potential M.O.R.E. enhancements on a 7-point-scale, with 7 being ‘Extremely Important’,” says Frank. “Of the nine enhancements we measured, ROI measurement was #1, with 76% of our members rating it a six or seven (average rating of 6.1).”
While ROI rose to the top, it was a statistical tie with four other enhancements: Cross platform reach and frequency (how Out-of-Home extends other media) barely outdoing Advanced demographic/psychographic measurement; Actual delivery information following the campaign; and Mixed media reach and frequency (across different out-of-home formats).
These were followed up by: Ratings for currently unmeasured formats; Seasonal measurement; Measurement by day of weerk and hour of day; and MRC accreditation.
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