COMB adjusts GRP calculations to include non-residents in major markets
The Toronto-based Canadian Out-of-Home Measurement Bureau has released the results of a two-year study on the travel patterns of residents and non-residents in Toronto, Montreal and Vancouver, as well as their surrounding areas. The study make use of GPS data gathered by Forum Research between September 2011 and June 2012. The intent was to determine whether out-of-home media companies should continue to exclude non-resident advertising exposure when calculating outdoor gross rating points. According to the study, approximately 90% of the traffic within these areas consisted of residents and non-residents who traveled into the area four days or more per week. The study also found that the potential exposure of non-residents to outdoor advertising was higher than that of residents in the three cities studied. The bureau has therefore decided to allow non-residents who travel into Toronto, Montreal or Vancouver at least four days per week to be included in GRP calculations. "GPS technology has been able to demonstrate that non-residents of Canada's major cities have heavy exposure opportunity to the cities' outdoor advertising due to their frequent travel within city boundaries," says Karen Best, president of the bureau. "OOH is an out-of-residence medium making both residents and non-residents legitimate and valuable potential customers that together make up the real audience to be measured in a modern media metric."