OSCAR

Definition:
Acronym, pronounced as a word, for Outdoor Site Classification and Audience Research. From 1989 until 1995, OSCAR provided MEDIA PLANNERS with COVERAGE and FREQUENCY figures for OUTDOOR advertising. Its data were at first based on a 30-year-old 'poster audience model' (see JICPAS), but a new programme of continuous field research greatly improved the quality of the inputs to the model and immediately rendered poster media buying a more 'user-friendly' process than at any time before. One technical refinement had the dramatic effect of reducing claimed POSTER SITE audiences by about a third. OSCAR was superseded at the end of 1995 by POSTAR, q.v.

Cross-References:
[POSTAR] [poster site] [JICPAS] [outdoor advertising] [frequency] [coverage] [media planner]

Links:

Figures: