EYES ON Impressions or EOIs are the new audience measurement currency for buying and selling out of home media in the United States, replacing Daily Effective Circulations or DECs as the core metric. EOIs represent the average number of persons who are likely to notice an ad viewed on an outdoor display. EOIs are available in all US media markets and are reported as weekly impressions, reporting all demographic audiences available to other media. EOIs allow marketers to understand the true value of the medium when combined in a multi-media campaign. The Traffic Audit Bureau for Media Measurement or TAB developed the EYES ON initiative with strong support from both outdoor industry buyers and sellers. TAB's EYES ON Primer Guidelines for Rate Card Calculations Recommended Standard Business Practices for TAB's EYES ON Measurement The Great Outdoors: Rethinking the Value of a Traditional Medium, Thanks to New Metrics Functional Procedures for Implementing TAB EYES ON Metrics Nielsen Outdoor Planner All Eyes On Mobile Billboards & Truckside EYES ON's Next Stop: Transit EYES ON Reach & Frequency The EYES ON Research Program The Foundation: Weekly Circulation The Key Factors of Visibility Adjustments Panel by Panel Demographics Visibility Research Program Contact TAB for more information at www.eyesonratings.com or (212) 972-8075. If you are interested in arranging for OAAA to present EYES ON ratings to your staff in your office facility contact Stephen Freitas at sfreitas@oaaa.org.