Upload
reanna-calfee
View
215
Download
0
Tags:
Embed Size (px)
Citation preview
Transit Audience Measurement Release
Conference Breakout SessionApril 7, 2014
Our Presenters
Jeff Casper
Kelly McGillivray. President and Chief Methodologist, Peoplecount
Enza Chiodi. President, SM&RT
Today’s Discussion
TAB Transit Measurement Is Here
Full industry review begins now• Market level software introduced now, buy/sell
software in development• 106 systems across 37 DMAs, the rest we add
July and October• “Go Live” date is to be decided upon by the
industry
Who did what?
funded a research grant
to develop methodology
won bid for research. Now
working on OTS calcs for TAB
Managing Project. Applying visibility
adjustments, demos, R&F, and
training
Market Release Schedule
May
July, pending sign off on review
October,pending sign off on review
• Top 30 markets
• Remaining Markets
• Delayed or appealed markets
Covering All Systems and Markets for Bus Exterior, Interior, Station, and Rail
Interior Titan CBS Direct Media Vector Van Wagner Lamar Clear Channel
Mobile Billboards National Mobile Billboards, Do It, Big Traffic, StreetBlimps
Ferry Ferry Ads
Steps to Developing OOH Ratings
Transit and
TransportAuthoritie
s
ExtensionOf
CurrentVisibilityModel
Standard CalculationsReported by Standard
MarketDefinitions
U.S. GovDataAndTrip
Modeling
Circulation VisibilityImps
/Ratings
CPM/CPP
R&F
* =Demography *
InventoryCollection
AndAudit
Operators
AndTAB
Opportunity to See TRANSIT
ADVERTISING
I’m going to talk for about 10 minutes on…
Transit Advertising Circulations:
•the Research behind it
•the Data collected
•the Opportunity to See
Circulation or Opportunity to See (OTS)
Total universe of potential views from:
• transit riders
• other vehicles
• pedestrians
The RESEARCH behind it
Research Deliverables
Bus and Rail Interior
TRANSIT RIDERS
Station Interior
TRANSIT RIDERS
BusExterior
VEHICLE,PEDESTRIA
N
Methods to measure various Transit Media and Audience types:
FIELD TESTS
Transit tests
Pedestrian tests
Fieldwork
• 2,800 rider intercept surveys (3 markets)
• 450 bus-route miles – opposing & passing vehicle counts by side of bus
• 250 route-miles of mobile pedestrian counts
DATA SOURCES
VENDORS
FormatsSizes
Inventory
TRANSIT SYSTEMSRidership
RoutesVehicles
GTFSBus stopsScheduleRun time
STREET DATATraffic/
Ped countsSpeed limits
LOTS OF DATA
Media formats
Media sizes
Bus cards/bus
Rail cards/car
Station concourse media
Station platform media
Bus exterior media
# buses by model
# buses by garage
Bus routes by garage
Bus route ridership
# railcars by line
Rail line ridership
Station entries/ exits/transfers
Bus stop lat/long
Rail station lat/long
System maps
Weekly schedule by route
Daily schedule by run
Bus dimensions
Railcar dimensions
Media dimensions
Railcar # doors
Number of platforms/stn
Traffic counts
Pedestrian counts
Road class
Road speed
Non-revenue miles
We collected numerous pieces of data from each transit system and media vendor:
Data Collection Can Be ChallengingEXAMPLE: BUS EXTERIORS
• Determine media size and placement for each bus model (e.g., different bus backs)
The OPPORTUNITY TO SEE
OTS Reported at What Level?•Bus Interior – by bus garage
•Bus Exterior – by bus garage
•Railcar Interior – by rail line group
•Rail Station – by station
Example 1: Station mediaFor every station, need to know:
• entries, exits, transfers (avg week)
•# lines served and # platforms
•media inventory (types/sizes)
•media by concourse/platform Calculate weighted average OTS
by station and for entire rail line
• Entry, exit and circulation areas
• OTS = Entries + Exits (avg weekly for station)
• Visibility adjustments account for multiple entrances, corridors, etc.
Station concourse
• Trackside platforms• OTS = Entries + Exits + Transfers
(avg weekly for station)
• Transfers estimated from travel surveys; not usually counted
Station platform
Example 2: Bus exteriorFor every bus garage, need to know:
• # buses by model
•associated media placement
•routes served and timetable Calculate weighted average OTS by bus side for entire bus garage (buses are shared among routes). TAB has created map-based software to handle the huge amount of data.
Bus garages
Bus models# busesMedia positionBus routes
Bus routes by garage
Bus stop lat/longsRoute scheduleTimetable by run
Bus stops
Bus stop matched to road sectionTraffic countPedestrian countArrival time by run
Bus Exterior OTS – Street Side
Bus Exterior OTS – Curb Side
Bus Exterior OTS – Front
Bus Exterior OTS – Back
“Thank you”
Kelly McGillivray, P.Eng.
President and Chief Methodologist
Steps to Developing OOH Ratings
Transit and
TransportAuthoritie
s
ExtensionOf
CurrentVisibilityModel
Standard CalculationsReported by Standard
MarketDefinitions
U.S. GovDataAndTrip
Modeling
Circulation VisibilityImps
/Ratings
CPM/CPP
R&F
* =Demography *
InventoryCollection
AndAudit
Operators
AndTAB
ACS
NHTS
Demography
Base: Ridership
Entrances & Exits
Bus Exteriors – same demos as street side advertising
Interiors (stations, rail, bus) – calculate mode TRIP PATHS
Revised VAI Model*
DistanceRead
VAI Angle
OtherDwell Time
Size
Interior: Revised Circulation vs. Dwell Time
Impact on Impressions
• Adjusted OTS
• Dwell Time
Reach and Frequency
Sensitive to:
• Geography
• Format
• Movement
0 50 100 150 200 250 3000
10
20
30
40
50
60
70
80
90
100
68.272.4
Chicago CBSA Adults 18+ Reach by Weekly GRPsExterior Bus Kings vs Transit Shelters
Titan CTA King JCDecaux Cook County Shelters
Weekly GRPs
CB
SA
Reach
TRANSITION TO RATINGS
Expand TAB OOH Ratings to include transit formats• Comparable with roadside OOH formats• Compatible with all measured media• Incorporate into media planning/buying
systems
Reminder: What were our goals?
Standardized Media Markets
CBSA– Core Based Statistical Area • Urban center of at least 10,000 people and
socioeconomically adjacent areas tied by commuting
• OOH default geography
DMA – Designated Market Area defined by Nielsen• Larger regions based on area of broadcasts• Many advertiser report sales figures on DMA
boundaries• Use as a translation of CBSA deliveries
Standardized Media Markets
Buyers must be able to compare transit to other OOH
& other media
CONSISTENCY in Universe Base
Concern: Lower reach %?
Custom Counties CBSA
Reach (%) TRPs
Reach
(%)TRP
s
52.5% 411 32.3
%217
Higher Actual # s
Custom Counties CBSA
ReachReach
(%) Imps TRPs ReachReach
(%) Imps TRPs
3,396,674 52.5% 26,629,613 411 4,759,779 32.3% 31,928,097 217
CPM: $3.00 CPM: $2.50
Standardization of Formats
Bus Exteriors Bus/Rail Interior & Station
King Taillight Queen Kong Ultra
Super King Full Wrap Full Back Full Side
Bus Interior◦ Car Card
Rail Interior◦ Car Card
Station◦ 1; 2 & 3-Sheet◦ Diorama◦ Illuminated Pier
Formats such as station doms and brand bus to be addressed later
SpecialtyHalf Side
HeadlightHalf SideHeadlinerKing with
HeadlinerKong with
HeadlinerQueen with
HeadlinerMini Taillight
Standardization of Formats
Bus Exteriors Bus/Rail Interior & Station
Small (Tails/Headlights)
Standard (King/Queens)
Large format (Ultras, Full Bus Sides)
Impact (Wraps)
Bus Interior Rail Interior Station
Formats such as station doms and brand bus to be addressed later
Buyer’s want more simplification for PLANNING Purposes
“Showings” will be replaced by packages based on GRPs vs. # of units• Entry- point (Activate)• Mid-point (Impact: Strong presence)• Top-Point (Dominate: Ownership)
Interior/Station will follow similar packages but GRP levels may vary significantly
Actual GRP levels will vary by market
Standard Media Metrics
Buyer’s want meaningful packages not just a straight
translation of current showings
Ability to target by demographics
Standard Media Metrics
Standard/Meaningful Packages
Entry- point (Activate: minimum presence)
Mid-point (Impact: strong presence) Top-Point (Dominate: ownership)
Actual GRP levels will vary by market
Examples of Packages and Metrics
Bus Interior Car Cards
Package # UnitsWeekly
GRP Reach Avg Frq ImpsTop
(Dominate) 1,500 40 21% 7.50 11,290
Mid (Impact) 750 20 14% 5.60 5,645Entry
(Activate) 375 10 9% 4.70 2,823
Bus Kings
Package Units Weekly GRP Reach Avg Frq Impressions
Top (Dominate) 735 250 83% 12.1 71,585
Mid (Impact) 441 150 76% 7.9 42,948
Entry (Activate) 221 75 63% 4.8 21,524
Examples of Packages and Metrics
Bus Kings
Package level # Panels Weekly GRP Reach Avg Frq Impressions (000)
Top (Dominate)
1,152 400 89 % 18.0 158,980
Mid (Impact) 576 200 81 % 9.8 78,490Entry
(Activate)288 100 70 % 5.7 39,745
Bus Interiors Car Cards
Package level # Panels Weekly GRP Reach Avg Frq Impressions (000)
Top (Dominate)
3,000 50 26% 7.68 19,638
Mid (Impact) 1,500 25 16% 6.17 9,819
Entry (Activate)
750 12.5 9% 5.40 4,909
What should you be doing?
Step 1
Run existing “packaged quantities” to see how many GRPs they deliver
Step 2
Make adjustments IF NECESSARY to quantities to deliver weekly GRP
levels
Step 3
Create Packages for upload into software
Step 4
CALL with ANY questions
Market Average
Site Analysis
Transit Audience Measurement
TAB Transit SystemIMS/Telmar/Others
Packages
Flexible
Integrated into Existing Platforms
ADSTelmar/Others
Competitive Advantage of TAB Out of Home Ratings
Closest to true
commercial ratings
Deliver specific demos
Offer targeted planning
Align with the ratings
of other media
Integrated into media planning systems