FOR IMMEDIATE RELEASE
February 24, 2005

Debut of TAB Audits Marks New Era in Out of Home Media Measurement

New York, N.Y. - The Traffic Audit Bureau for Media Measurement, the out of home industry’s independent auditing service, has begun rolling out its new market level audit, providing a single unified measurement for out of home inventory. Four years in the making, the new methodology integrates over 500,000 panels into a national database, insuring consistency in measurement for all inventory within each DMA, thus improving the industry’s currency for the planning and buying of out of home media. The top 25 markets are currently being released with all remaining markets due out by mid year. As new audits are released for plants in a DMA, prior TAB audits based upon the old currency will no longer be valid.

A new currency for out of home advertising
The benefits of the new Audit are significant. Historically, individual plant audits formed the basis for DEC information, with updates being conducted once every three years. The new Audit relies entirely on independent data collection by TAB who standardizes and centralizes the information to insure all inventory on a given road regardless of operator will have the same traffic count. Such information will be updated annually and be made available by DMA and MSA, rather than by PDA (Plant Defined Area), in order to provide greater consistency and comparability with other media. In addition, this exhaustive new system comprised of out of home inventory, traffic counts and DECs provides the foundation upon which further audience measurement can be developed.

“The new audits are a boon for the out of home industry, establishing a sound and credible currency for the medium”, cites TAB’s President, Joe Philport. Andrea MacDonald, President of MacDonald Media and Chair of the TAB, adds “The new methodology establishes accountability across all companies and levels the playing field to allow plants to compete on their individual merits”. Rocky Sisson, E.V.P., Sales & Marketing for Clear Channel Outdoor, concurs “From the start, Clear Channel saw the long term benefits of a market based audit. We are in full compliance for every one of our panels and already believe it is making a notable difference in increasing customer confidence."

The TAB will be unveiling details about the new Audit via breakout sessions at the upcoming AAAA Media Conference and Trade Show being held March 2-4, 2005 at the Hilton New Orleans Riverside. In addition to these sessions, representatives from the TAB will be available at Booth # 515.

For further information on the new Audit, contact Larry Hennessy at larryhennessy@tabonline.com or by calling 212-972-8075, ext. 202. About the TAB
Established in 1933, the Traffic Audit Bureau for Media Measurement Inc. is a non-profit organization whose primary mission is to audit out of home media in the United States. Run by a tripartite board comprised of advertisers, agencies and media companies, the TAB acts an independent auditor in accordance to guidelines established by their Board of Directors. These rules govern both how audits are conducted as well as how circulation figures are reported by media companies.

Traffic Audit Bureau
420 Lexington Ave.
New York, NY 10170
Phone: 212-972-8075 xt 202
E-Mail: larryhennessy@tabonline.com
Website URL: www.tabonline.com