Definitions for "Daily Effective Circulation"
The average number of daily potential exposures to a display or group of signs determined by counting only those vehicles traveling toward the face of the sign, and then multiplying that number by the average number of people per car during the hours the sign is visible. Pedestrian and mass transit circulations are not included. This is the basic measure in establishing cost per thousand exposures on signs. The basic traffic numbers can usually be obtained from your State Department of Transportation.
Potential viewers. The number of people that have an opportunity to see the advertising structure in a 24-hour period.
The total number of people, regardless of duplication or their participation in your target, exposed to an out-of-home advertising message in 1 day.