Arbitron Wants to Rate Outdoor

How to measure success of outdoor media?
Arbitron says it will work with the Outdoor Advertising Association of America on a research program to create an outdoor audience ratings service.
Tests beginning this summer will explore ways to develop an audience measurement service that conforms to ratings standards used by other media.
As of now, Arbitron said, the outdoor industry provides advertisers with counts of vehicle traffic. But doesn’t help buyers decide who is seeing the message.