Oscar II trial proves tough on audiences

Individual poster sites will “lose” as much as 80 per cent of their audience under the Oscar II research system, which went on trial this week.

The system, which has stricter visibility criteria for panels, estimates that traffic has to pass a poster five times before it is seen. But the research excludes pedestrians, who make up 20 per cent of outdoor’s audience.

Oscar II is being tried out by members of the Joint Industry Committee on Poster Audience Research, before rolling out to agencies and buying points in the new year, nine months late. The system includes 90 per cent of all roadside sites, and there are plans for research into transport advertising next year.

The research has so far cost 1.6m, 60 per cent of which has been paid by More O’Ferrall, Mills & Allen and Maiden Outdoor.

Sources hope it will be possible to set up an outdoor advertising bureau to sell the medium. “Most purchasing of outdoor has been an act of faith,” says Richard Holliday, director of the Outdoor Advertising Association. “It has been difficult to sell on value before Oscar II.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here