Outdoor Industry Awards Ratings Contract to MRI

Last week, Nielsen Outdoor announced the expansion of its GPS-based ratings service to Los Angeles, as part of plans to deploy the new technology-based measurement service in the top ten media markets in the U.S. This week, the outdoor media industry is announcing the final phase of its own outdoor audience ratings plan, which is being coordinated by the Traffic Audit Bureau (TAB), by awarding the contract to Europe's Gfk Group, Gfk's U.S. subsidiary, magazine audience researcher Mediamark Research Inc., and media planning services provider Telmar, MediaPost reports.