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T

TAB
Traffic Audit Bureau. The official national authority for circulation authentication of outdoor advertising. It is a third-party, independent organization supported by advertisers, advertising agencies and media owners, and applies statistically reliable counting procedures.

Target Audience
The profile of the most desired consumer prospects for a product or service, listed by characteristics such as demography, lifestyle, brand or media consumption, purchase behavior, etc. Common to all media.

Telmar
A syndicated software provider of multi-market data that measures media compares delivery by product type and medium or a mix of media.

Transition
A visual effect used on an LED display to change from one message to another.

Traffic Audit
The third party verification of traffic circulation in a market. Traffic audit information is used to calculate outdoor advertising DEC figures.

Traffic Count
The recording of the vehicles and pedestrians passing a given point; used by TAB to authenticate the potential exposure of outdoor advertising structures.

Traffic Origin
Research which provides advertisers with information about the audience passing outdoor advertising structures, not just those in immediate vicinity of the individual location. Collected license plate data are correlated with residence data and demographics to pinpoint the origin and destinations of persons having potential exposure to outdoor advertising.

Transit
Transit advertising are displays affixed to moving vehicles or in the common areas of transit terminals and stations. Transit displays include, but are not limited to: bus panels, train/rail panels, airport panels, taxi panels and mobile advertising signage (trucks).

Transit Poster (Bus)
Posters attached to the exterior of buses. Common displays are king panels measuring 30" x 144" in overall size with a bleed copy area of 29" x 144", queen panels measuring 30" x 88" in overall size with a bleed copy area of 29" x 88", and side-tail panels measuring 21" x 70" in overall size with the same bleed copy area.

Transit Poster (Commuter Rail)
Posters displayed in commuter rail stations and on trains.

Transit Shelter
A curbside structure located at regular stopping points along urban bus routes. Backlit posters are affixed to transit shelter structures using a standardized display format measuring 69" x 48" in overall size with a bleed copy area of 67" x 46".

Travel
A mode of message transition on an LED display where the message appears to move horizontally across the display surface.

Tri-color chip
A discrete LED package containing the three colors (RGB) forming one pixel.

TRP
Total Rating Point. Also called GRP (Gross Rating Point). The term refers to the total number of impressions delivered by a media schedule expressed as a percentage of a market population. Formerly called showings.

 

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