The outdoor industry’s audience research body is to split from research company NOP after 14 years and will handle more work in-house.
The forthcoming break from the United News & Media-owned company comes after criticism of NOP by the poster specialists, which complained about a lack of resources and an unwillingness to help. It is also a means of the outdoor industry taking greater control of its own affairs.
Since the launch of Postar, a much more sophisticated system of measurements than Oscar (Outdoor Site Classification & Audience Research), in April last year the specialists’ views have held more weight because they jointly fund the research with the contractors.
Another research company will soon be appointed, but Postar will handle areas such as database management in-house in the future.
Postar features not only site classification, but detailed measurements including traffic and pedestrian counts, journey tracking and eye movement data, to give a more scientific estimate of how people look at posters and their numbers.
An ambitious project is about to be launched to reclassify the country’s 82,000 panels, giving more accurate data on configuration (the angles of the posters to vehicles and pedestrians).