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Distance Score 40%
Measures how optimal the billboard distance is from the store.
- Optimal range: 5-15 miles
- Peak score at 8 miles (100 points)
- Uses bell curve formula centered at optimal distance
- Outside 5-15 miles: Score = 0
Score = 100 * e^(-((distance - 8)^2) / (2 * 5^2))
Read Side Score 30%
Evaluates visibility based on which side of the road the billboard faces.
- Right Hand (RH): 100 points - optimal visibility for drivers heading to store
- Left Hand (LH): 50 points - still visible but requires looking across traffic
- Not Visible / Undetermined: 0 points
Impressions Score 20%
Rates billboard reach based on weekly impressions relative to other billboards in the same market/DMA.
- Score normalized against highest impressions in the same market/DMA
- Higher impressions = higher score
- Missing data = 50 points (neutral)
Score = (impressions / max_in_market) * 100
Illumination Score 10%
Evaluates billboard visibility at night based on illumination hours.
- 24-hour illumination = 100 points
- Proportionally scored for partial illumination
- Non-illuminated = 0 points (but not DQ)
- Missing data = 50 points (neutral)
Score = (illumination_hours / 24) * 100
Score Notes
- Distance: Scores 0 if outside 5-15 mile range (too close or too far)
- Read Side: Scores 0 if undetermined or not visible
- All billboards are scored - no automatic disqualification
Composite Score Formula: (Distance * 0.40) + (Read Side * 0.30) + (Impressions * 0.20) + (Illumination * 0.10)
S_ = Store Data
B_ = Billboard Data
A_ = Analysis Results
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