The recently completed 2017 Canadian Out-of-Home Measurement Bureau (COMB) audit shows that media companies’ data remains steadily high at 98.7% after three years of assessment.

The audit report verifies the circulation, population and in-market data used by OOH companies to calculate campaign impressions and reach/frequency.

The 2017 audit ran in three major markets (Toronto, Montreal and Vancouver) as well as 45 smaller markets where circulation changes had been made in the past year.

In all, 61% of COMB’s total member inventory was audited for the 2017 report, including that of nine companies: Adapt Media, Astral Out-of-Home, B.K. Corporate Marketing Services, Clear Channel Canada, Outdoor Exposure, Outfront Media (including Dynamic Outdoor), Pattison Outdoor Advertising and Quebecor Media Out of Home.

Rosanne Caron, president, COMB, said that of the discrepancies that were found most due to circulation numbers that hadn’t been updated or illumination errors with signs.

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