The Canadian Out-of-Home Measurement Bureau (COMB for short) sets the industry standard for measurement of OOH advertising audiences across Canada. It publishes circulation and market data for close to 80,000 OOH advertising faces in over 280 markets.
COMB is national, not-for-profit, and has been dedicated to unbiased, accurate and independent quantitative research since its founding in 1965.
COMB’s members - OOH companies, advertising agencies and advertisers - provide guidance, funding and oversight to the measurement process.
Why you can trust COMB
COMB’s research processes are transparent. Our methodologies are made available to all COMB members and provide both an industry standard and a consistent, common way to evaluate OOH media.
Accuracy starts with “independence” and that means COMB measurement is developed at arm’s length from OOH media companies.
Accuracy is also dependent on the “right methodology” with no mathematical flaws and no leaps in logic.
COMB’s Research Committee - an important “policing body” of research and media experts - ensures that all methodologies are thoroughly analysed for integrity, precision and the highest standards of research practice.
"I trust COMB numbers - they’re based on industry-approved common methodology and currency which are essential for media planning. There’s no time to evaluate OOH properly without COMB."
Moira Gilderson, VP Integrated Business Leader, Carat Toronto
What COMB delivers
- COMB Data Report - Software tool for viewing COMB data in various report formats. OOH advertising face counts and circulations are available for over 280 markets, 43 OOH products, and 18 OOH companies collectively representing 80,000 outdoor and indoor advertising faces or screens.
- COMB Navigator® - Planning and reach-frequency analysis software that adds insight and productivity to the outdoor advertising planning process.
- COMB Audit - a continuous program that verifies, through random sample selection, the posting performance of COMB's out-of-home company members. Audit scorecards are published annually in the Spring and Fall.
- COMB School - a learning program comprised of webinars that "decode" COMB's stringent measurement process.