Canadian Out-of-Home Measurement Bureau gains four firms
Four additional companies have joined the Canadian Out-of-Home Measurement Bureau. These include Titan, Rouge Media Group, Quebecor Media and Cogeco Métromédia. New inventory that will now be measured by COMB includes Quebecor's transit shelter displays in Montreal Cogico's shelter ads in Quebec City, Titan's murals and large-format displays in Toronto, Montreal, Vancouver and Edmonton, and the indoor advertising displays of Rouge Media. This brings the total number of media companies participating in the organization to 20. "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," said Julie Myers, chair of the bureau. "COMB's research methodologies are thoroughly analysed for reliability, precision and the highest standards of research practice by research and media experts on both the buyer and seller side."