As we have written before the OVAB Europe Business Climate is the first European indicator for economic development of the DOOH industry.
It is based on more than 200 quarterly survey responses from influential and market leading folks in areas as diverse as; Screens, Infrastructure, Software, Services, Network Operators and of course the Advertising world.
The European Dooh Business Climate index includes the Top 10 market places (countries) covering more than 93% of the European GDP.
Individuals in firms are asked to give their assessments of the current business situation and their expectations for the next six months, they can then characterize their thoughts on the industry as ‘good’, ‘satisfactory’ or ‘poor’ and their business expectations for the next six months as ‘more favorable’, ‘unchanged” or ‘more unfavorable’.
The replies are weighted according to the importance of the industry and aggregated together.
The balance value of the current business situation is the difference of the percentages of the responses ‘good’ and ‘poor’, the balance value of the expectations is the difference of the percentages of the responses ‘more favorable’ and ‘more unfavorable’. Simple huh?
The business climate is therefore a MEAN of the balances of both the business situation and the expectations!
The DBCI dipped slightly in the third quarter of 2009 (July, August, September) from 41 to 39 but the next survey is almost ready and about to go out.