New’POPEYE’ system increases COMB’s audit capasity sixfold

The Canadian Outdoor Measurement Bureau's new popeye system increases sixfold the number of comb's annual random audits.The new audit system, which stands for 'Proving Outdoor Performance, Ensuring Yearly Equity,' increases comb's annual random audits to 6,000 a year from 1,000 a...

The Canadian Outdoor Measurement Bureau’s new popeye system increases sixfold the number of comb’s annual random audits.

The new audit system, which stands for ‘Proving Outdoor Performance, Ensuring Yearly Equity,’ increases comb’s annual random audits to 6,000 a year from 1,000 a year.

The reporting component of popeye, which began July 1, will confirm all details of the execution of purchase, including locations, dates, grps, circulations and more in standardized reports.

According to comb, the auditing component of the new system, which will verify 6,000 randomly selected sites a year, ‘will ensure a statistically high degree of reliability.’

comb says popeye will also discover quickly if an outdoor advertising seller is not meeting its obligations to outdoor buyers, thus triggering a caution notice to the seller.

Once a year using popeye, the outdoor measurement bureau will also issue an annual general statement of performance to its members summarizing the results of the total audit.

Starting this fall and for an additional fee, comb will also offer outdoor buyers and clients total campaign-specific audits.

comb announced plans for popeye at its annual general meeting in May.