DEC is Daily Effective Circulation

The Daily Effective Circulation, also known as DEC is the average number of persons 18+ potentially exposed to an out of home advertising display for either 12 hours (if un-illuminated: 6:00am - 6:00pm); 18 hours (if illuminated till midnight) or 24 hours (if illuminated continuously).

There are approximately 1.35 adults, 18 years of age or older, per vehicle.

Billboards that are lighted until midnight will be seen by 95% of the traffic at that location.

Billboard that are not lighted will only be seen by 65% of the traffic at that location.

The D.E.C. is a formula taking into consideration the traffic count, the number of adults 18 years of age or older, and the illumination or non-illumination of the billboard. These numbers help you determine what the "cost" of your advertisement will be when compared to other billboards and forms of advertisements (newspapers, radio, etc.).

It is the norm to include both vehicular circulation and pedestrian circulation. All of the DEC numbers we use are based upon vehicular circulation only. Any pedestrian circulation is just icing on the cake.

We use the vehicular counts calculated by the Citrus County Traffic Monitoring Program, not from a hired third party. You can view the raw data here:

Official Citrus County Traffic Counts

It has been our experience that third party traffic counts are much higher than the official Citrus County numbers and by using the official Citrus County numbers you can compare apples to apples when comparing location that are available, regardless of what companies locations you are considering renting. The official Citrus County figures are calculated several time a year at each location and then averaged to provide a reliable number that is not skewed by seasonal or other fluctuations.

Non illuminated billboards have 12 hours of exposure to the vehicular traffic and illuminated billboards have 18 hours of exposure to the vehicular traffic. Two billboards at the same location will have different DEC's if one billboard is lighted and one is not.

To find the DEC for any of ROA's locations just click on the Our Locations link and then the specific location tab and the DEC will be detailed at the bottom of the individual location map.