Info

Note: Memphis-Memphis, 30-sheet poster, general market.

Note: Memphis-Memphis, 30-sheet poster, general market.

Figure 13-6. For example, a 100 GRP showing would theoretically provide coverage to the entire 18-plus market. In Memphis, this would mean coverage of approximately 26 million people for a monthly rate of $52,000. Along with rate information, the companies offering outdoor billboards provide reach and frequency estimates—but there is no valid way to verify that the showings are performing as promised. The buyer is somewhat at the mercy of the selling agent.

In response to criticism, the industry has implemented a gross ratings point system similar to that used in the television industry. While the system has helped, problems associated with the use of GRPs (discussed earlier in this text) limit the usefulness of this information. Many experts think the new service provided by Harris Media Systems is a significant improvement over the AMMO system, resulting in more credible information.9

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