TAB Audience Measurement for Transit
APTA’s Marketing And Communications Workshop
February 25, 2013
Joe Philport
President & CEO
 About
the APTA – TAB Relationship
 Status
of Transit Audience
Measurement
 How
APTA Members Can Accelerate
the Process
Established in 1933
 Not-for-Profit Membership Organization

• Advertisers
• Ad Agencies
• Out of Home Media Companies

Board of Directors
• Agencies and advertisers have majority vote
• Starcom’s Jack Sullivan currently serves as current
Chairman

Primary Mission: To provide audience
measurement for Out of Home Media

Provide planners and buyers credible
measures of transit advertising in all
markets throughout the country
Market: Chicago-Naperville-Joliet, IL-IN-WI CBSA
Target & Goal: Adults 18-49: 400 GRPs over 4Week Campaign
Estimated
Weekly
(000) Target
Inventory
Cost
Target GRP Impressions
Target
GRP
CPM
Target
Reach
Avg Frq
Effective
Reach
17,405
401
$11.64
49
8.18
34%
108
18,764
432
$6.71
50
8.64
37%
123
21,332
491
$9.39
57
8.60
42%
Format
Panels
Weeks
Bulletins Only
28
4
$202,680
3,054
100
Transit Shelters
94
4
$125,845
2,500
Transit
Shelters and
Bulletins
68
4
$200,325
5,554
Source: Nielsen/IMS Outdoor Planner
TAB Out of Home Ratings: 2013
Need for
Audience
Measurement
New Transit
Circulation
Methods
New Transit
Audience
Research
Methods
Phased Release
of Transit
Research
TAB Development
& Release
TCRP139
TCRP-133
2010
2011
2012
2013
2014
DMAs
OOH Media
Companies
Transit Authorities
Atlanta, GA
Metropolitan Atlanta RTA
CBS Outdoor
Boston et al, MA-NH
Beantown Trolley, Plymouth and Brockton Commuter Buses, Brockton Area Transit Authority, Greater Attleboro Tauton Regional
Trans. Authority, Plymouth Area Link, Seaside Area Inter Link
Direct Media Inc.
Boston et al, MA-NH
Massachusetts Bay TA
Titan
Chicago, IL
Metra
Clear Channel
Chicago, IL
PACE Suburban Bus ( Chicago), CTA (Chicago Transit Authority)
Titan
Dallas-Ft. Worth, TX
Dallas Dart
Titan
Los Angeles, CA
Los Angeles, CA Transit Authority, Santa Clara Valley TA (VTA), Omnitrans
CBS Outdoor
Los Angeles, CA
LADOT Transit, Long Beach Transit
Titan
New York, NY
Bridgeport Transit,
Lamar Advertising
New York, NY
Metropolitan Transit Authority, NYC, Metropolitan Transit Authority, Long Island Bus, MTA Long Island Railroad, MTA Metro
North Railroad
CBS Outdoor
New York, NY
Stat1en Island Ferry
Ferry Ads
New York, NY
Hudson Transit Lines, NJ Transit, Rockland Coaches, Suburban Transit, Trans Hudson Express
Titan
New York, NY
Path Trains
JCDecaux
Philadelphia, PA
Lehigh & Northampton TA, Lehigh & Northampton Transit Authority, BARTA
Direct Media Inc.
Philadelphia, PA
SEPTA, Southeastern PA TA
Titan
San Francisco , CA
San Francisco Bay Area Transit, BART, Alameda-Contra Costa
Titan
San Francisco , CA
Caltrain, San Mateo County Buses TA ,
CBS Outdoor
San Francisco , CA
Golden Gate Transit
Clear Channel
San Francisco , CA
Central Contra Costa TA, Livermore-Amador Valley TA, Tri Delta Transit, Santa Clara VTA
Lamar Advertising
Washington, DC-MD
Virginia Railway Express, Maryland Transit Administration, Washington Metropolitan Area Transit Authority
CBS Outdoor
Washington, DC-MD
Montgomery County Buses
Direct Media Inc
Circulation
Transit Ratings =
APTA
Members /
TAB
Advertising
Packages
Demographics
Media Agents
TAB
NHTS / ACS
Commercial
Audience
TAB VAI
Adjustments

Route or station details:
• Numbers of buses, cars, stations by garage or other
appropriate key baseline.

Ridership data
Circulation
Advertising
Packages
APTA
Members /
TAB
Media Agents

TAB data enrichment
• Vender ad packages are applied
to transform circulation data to
Opportunity-to-See counts for
each format sold by each transit
system.
Environment
Bus Exterior
Bus Exterior
Bus Exterior
Bus Exterior
Bus Exterior
Bus Exterior
Bus Exterior
Bus Exterior
Bus Exterior
Bus Exterior
Bus Exterior
Bus Exterior
Bus Exterior
Bus Exterior
Bus Interior
Bus Interior
Media Type
Headliner
Queen
King
Kong
Ultra Super King
Half Side
Full Side
Headlight
Mini Taillight
Taillight
Fullback
Half Wrap
Full Wrap
Headliner
Horizontal Card
Vertical Card
Environment
Rail Exterior
Rail Exterior
Rail Exterior
Rail Exterior
Rail Interior
Rail Interior
Station
Station
Station
Station
Station
Station
Media Type
King
Ultra Super King (King
Kong)
Train Door Wrap
Wrapped
Horizontal Card
Vertical Card
1-Sheet
2-Sheet
3-Sheet
King
Diorama
Illuminated Pier

Bus Exterior Advertising:
• APTA members provide bus routes and schedules.
• Digitized GPS format with times makes the process
more accurate, efficient, and cost effective.

TAB Data Enrichment
• TAB’s mobile audience
tracking system calculates
the circulation/OTS for each
bus route.
• Unique calculations for each
side.

Demographic Audiences:
• Derived from combined 15 million respondents in ACS
and NHTS studies.
• Data fusion integrates strengths of each study.
 National scale
 Rich transit travel profiles
Demographics
TAB
NHTS/ACS
Fusion
Commercial
Audience
TAB VAI
Adjustments

TAB VAI Research
• Converts Circulation/OTS
numbers to audiences who notice
ads.
• Better calibration of transit
audience delivery with ratings of
other media.
APTA
APTA
Members
TAB
• Statement of need
• Standards for circulation
• Endorse TAB audience research
program
• Provide ridership/route data
• Get ad vendors to participate
• Develop transit audience
research program
• Sign up transit ad companies
• Define reporting standards
• Train marketplace
• Phased release of transit
audience