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...outdoor industry is improving: its metrics. How many people see an outdoor ad and when they see it can be tracked much more accurately than ever. Since 1933, the only equivalent of TV's Nielsen ratings for outdoor boards in the U.S. came from the Traffic Audit Bureau (TAB), which counted how many people passed a given sign. That antiquated system worked in local markets but couldn't capture the impact of a national campaign. So the industry has invested heavily in research, recognizing that big-time advertisers are demanding more accountability. Says TAB's president and ceo, Joseph Philport...
Actually, $15,000 is a lowball estimate, since that would barely cover the event-space rental tab for the kind of lavish spectacles that have become prime-time fare on MTV's highly rated My Super Sweet 16. The show documents the excesses of privileged youths commemorating the mighty achievement of making it through their 16th year. Shell-shocked parents--always uttering the mantra "It was worth it"--typically peel off checks for upwards of $200,000. We learn that from the Sun Belt to Erie, Pa., the lack of taste knows no ethnic, religious or cultural bounds. You give...
...Donuts or Starbucks has, says Ed Frechett, Senior Vice President of Marketing for ABP. Because ABP customers do not have the same need to prevent drink-spillage, there has been less pressure on the chain to provide top-notch coffee lids. ABP offers only a flat tear-tab lid for its hot drinks...
...Outdoor. The research group last fall tested the Npod, a GPS-based device about the size of a cell phone. The media group gave the gadget to 850 consumers as they moved around Chicago for 10 days and counted when they passed 12,500 ad sites. Layering demographic and TAB traffic data over maps of billboard locales, the study delivered the sharpest outdoor ratings the industry has seen. Nielsen found that, on average, Chicagoans pass 66 outdoor displays each day. TAB is conducting its own industry-funded study to measure the likelihood that a person passing an ad will...
...couple of years earlier, France had paid Batali to cook his wife's birthday dinner on the couple's boat in Key West, Fla. (Batali does six or seven such private meals a year. He won't say precisely what he charges, but if you're interested, expect the tab to approach six figures...