Daily effective circulation (dec)
Daily effective circulation (dec): 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.
Source: http://www.signresource.com/library/Sign_Industry_Glossary_of_Terms.pdf
Web site to visit: http://www.signresource.com/
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