COMB measures four more

The Canadian Out-of-Home Measurement Bureau is now measuring ad faces from Titan, Rouge Media Group, Quebecor Media and Cogeco Metromedia.

Titan, Rouge Media Group, Quebecor Media and Cogeco Metromedia are four new members of the Canadian Out-of-Home Measurement Bureau (COMB), bringing the total number of companies included in the organization’s measured circulations to 20.

The new members allow the independent media measurement organization to expand its footprint to include tracking of transit shelters in Montreal from Quebecor Media, as well as in Quebec City via Cogeco Metromedia. The partnership with Titan will enable measurement of murals, large-format traditional and digital displays in Toronto, Montreal, Vancouver and Edmonton.  And Rouge Media will provide a network of 2,500 murals in beauty (hair and nail salons), resto-bar and campuses across the country.

COMB now provides inventory details and circulation values for 80,000 outdoor and indoor advertising faces across the country. The organization’s Data Report software tool will be updated mid-October, with Quebecor and Cogeco Metromedia adding their transit shelter data to the software tool COMBNavigator, according to a release.

“This expansion reinforces the necessity for out-of-home companies to provide COMB-approved audience measurement as a trusted and consistent way for ad agencies to evaluate out-of-home media,” says Julie Myers, COMB chair and president of ZenithOptimedia, in the release. “COMB’s research methodologies are transparent; thoroughly analyzed for reliability, precision and the highest standards of research practice by research and media experts on both the buyer and seller side.