Traditionally, outdoor boards have been purchased and measured in terms of which are estimates of the percentages of the population who had the opportunity to see the sign.

showings

Explanation:

According to my research on marketing, I can say that based on the information provided within the question outdoor boards have been purchased and measured in terms of showings. This is usually used in marketing in order to get an idea of future sales of a certain product after a marketing stunt.

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