Media: Behind the Hype - New Postar research claims greater effectiveness.

Findings may harm outdoor if clients react by reducing their spend.

The outdoor industry was in celebratory mood at the recent Outdoor Advertising Association conference in Barcelona. And it's an industry that doesn't have a problem in talking itself up, arguing that even its own research was not doing outdoor justice.

'We all knew there was something wrong with Postar's previous research - clients' own research showed the outdoor industry was penalising itself,' Alan Simmons, the chairman of Alban, says.

But with the release of new figures from the outdoor industry's measurement system, Postar, last month, most believe it has finally got it right.

Postar's research is significant in two ways. First, the reclassification of 120,000 roadside sites revealed higher awareness levels, suggesting the medium is more effective than previously thought.

Second, the research included other outdoor media for the first time, with Tube and rail sites now available on Postar. There are also plans to incorporate buses, taxis, retail and leisure next year.

Helen Tridgell, Postar's managing director, explains: 'There is a huge amount of work that goes into it - you have to go out and physically visit 120,000 sites. It has also been a joint industry decision and discussion takes time.'