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OOH glossary · Measurement

Daily effective circulation (DEC)

Daily effective circulation (DEC) counts the people in vehicles who pass a billboard and could see it.

Geopath defines DEC as the people in vehicles who pass a display and could see it. It counts 12 hours for unlit boards, 18 for lit ones, or 24.

DEC is an older, simpler number than impressions. It counts everyone with a chance to see the board, not just those likely to notice.

Some local operators still quote DEC or a traffic count. Geopath no longer backs DEC as a buying currency. OAAA best practice is to use Geopath ratings when they exist.

Every empty face is money you already spent.

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