How we estimate billboard audiences from official traffic counts

Every roadside listing on Averta shows estimated daily impressions. Here is where that number comes from, so you can judge it yourself.

1. Traffic on the road

The Public Works Department publishes an annual traffic census: the average number of vehicles per day on each road section. We place each counted section on the official road network and grow the count to today using the growth in licensed passenger cars published by Eurostat.

2. Vehicles facing the board

A board faces one direction, so we use half of the two-way count, adjusted for the season with the latest airport-passenger index for that month.

3. People who can see it

Vehicles × average occupancy × a visibility factor. The visibility factor considers the face size, the angle to the road, the distance from the road, lighting and traffic speed. Digital faces count only their share of the loop.

What the labels mean

• Measured: counted by a system, for example a screen's play logs or a connected creator account.
• Reported: provided by the seller (for example a station's listener survey).
• Estimated: produced by a model like the one above, with the method shown on the listing.

Boards on roads without a published count use the traffic figure the seller reports, labelled as reported. The full list of datasets, licences and update times is on our data sources page.