Audience measurement - cost to sectors

Apparently in the UK, audience measurement research costs the various media sectors roughly the following percentage of gross advertising revenues:

• TV 0.3%
• Radio 0.9%
• Magazines 0.25%
• Outdoor 0.1%

It is possible that the Outdoor percentage should be slightly higher as it includes a number revenue areas that are not independently researched at this time. It seems very relevant for the digital signage industry to bear this in mind asa cost of doing business as an advertising medium.