Together with Nielsen Media Research, we pioneered the first-ever OOH-specific reach and frequency study in 2003.

Also known as the Audience Research Measurement Survey or ARMs, it demonstrated Clear Channel’s driving spirit in setting OOH trends and practices. To date, the ARMs is the one and only tool used for on bus shelter research.

Through our regular agency engagement sessions, we are well aware of the importance of medium-specific reach and frequency data. Our ARMs form the core of our Research and Insights offering. It is important to ensure that its data remains up-to-date through periodic, modular updates, with a major refreshment scheduled every 3-5 years.

The next refreshment wave takes place in 2008. In this exercise, we continue to seek learnings on how to maximize the advertiser’s take-way across media strategy and campaign planning. From the current ARMs, we possess a comprehensive understanding of Singaporeans’ travel patterns, their frequented locations and media consumption habits and their level of exposure to our medium.

While we retain these key attributes in the 2008 refreshment, we enhance the offering by taking it one step further, we also measure attitudes and perceptions of our medium and products/ formats. We will include keen analyses of our competitors’ inventories, coverage and prices. This allows our advertisers to make more informed decisions.