Glossary

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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.

TAILLIGHT DISPLAYS HEADLIGHT DISPLAYS
Panels affixed to tail area of public transit buses or Posters affixed to the front end of public buses between headlights.

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.

TAXI DISPLAYS/TAXI TOPS
Advertising structures affixed to taxicabs, either on roof or at rear. Roof panels are called taxi tops and are generally backlit at night.

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

THIRTY SHEET POSTER " 30-SHEET POSTER  "
A standardized Poster display structure commonly 12'3" x 24'6" in overall size with a copy area of approximately 9'6" x 21'7".

TRAFFIC AUDIT
The authentication of circulation of Out-of-Home media as applied to the advertising structures. Data are collected either by official (government) count or by hand count. In all cases, counts are verified by the TAB (Traffic Audit Bureau).

TRAFFIC AUDIT BUREAU "TAB" FOR MEDIA MEASUREMENT 
The Traffic Audi( Bureau is the official national authority for circulation authentication of Out-of-Home Media. It is a third-party, independent organization supported by advertisers, advertising agencies and media owners, and applies statistically-reliable counting procedures.

TRAFFIC COUNT
Traffic count refers to the number of vehicles passing a given point. Official machine counts are regularly conducted by city, county and state governments, or hand counts may be performed. Factors are then applied to these raw numbers to convert them to daily effective circulation (DEC) for the location.

TRAFFIC FLOW
A graphic presentation of the traffic volume along any system of streets, arteries or highways. Indicated by width of lanes which vary with the amount of traffic carried.

TRAFFIC ORIGIN STUDIES
Research which provides advertisers with information about audiences passing Out-of-Home media, 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 Out-of-Home 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 ADVERTISING
Those Out-of-Home media appearing on the exterior or interior of public transportation vehicles or stations (buses, trains, commuter rail, subways, platforms, terminals, etc.)

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".

TRANSIT SHELTER DISPLAYS 
Advertising panels that are an integral part of a free-standing covered structure located at bus stops. Most are backlit and offer 24-hour illumination.

TRAVELING DISPLAYS
Posters used on the sides of buses, available in a variety of sizes.

TRESTLES
Displays affixed to overhead railroad bridges providing large size, head-on visibility to traffic.

TRI-VISION
An advertising display (usually bulletin size) where, through the se of triangular louver design, copy for three different advertisers an be displayed in pre-determined sequence of the moving panels.

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.