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

kelly@peoplecount.biz

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