Transit Audience Measurement
Release
Conference Breakout Session
April 7, 2014



Jeff Casper
Kelly McGillivray. President and Chief
Methodologist, Peoplecount
Enza Chiodi. President, SM&RT

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
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
• Remaining
Markets
• Delayed or
appealed markets
• Top 30
markets
October,
July,
May
pending sign
off on review
pending sign
off on review

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
CPM/CPP
Inventory
Collection
And
Audit
Operators
And
TAB
Circulation
*
Demography
*
Visibility
=
Imps
/Ratings
R&F
Transit
and
Transport
Authorities
U.S. Gov
Data
And
Trip
Modeling
Extension
Of
Current
Visibility
Model
Standard Calculations
Reported by Standard
Market
Definitions
Opportunity to See
TRANSIT ADVERTISING
Transit Advertising Circulations:
•the Research behind it
•the Data collected
•the Opportunity to See
Total universe of potential views
from:
• transit riders
• other vehicles
• pedestrians
Methods to measure various Transit Media and
Audience types:
Bus and Rail
Interior
TRANSIT
RIDERS
Station
Interior
TRANSIT
RIDERS
Bus
Exterior
VEHICLE,
PEDESTRIAN

Transit tests
 Pedestrian tests
• 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
VENDORS
TRANSIT
SYSTEMS
Formats
Sizes
Inventory
Ridership
Routes
Vehicles
GTFS
Bus stops
Schedule
Run time
STREET
DATA
Traffic/
Ped counts
Speed limits
We collected numerous pieces of data from
each transit system and media vendor:

Media formats

# buses by garage

Media sizes

Bus routes by
garage



Bus cards/bus
Rail cards/car
Station concourse
media

Bus route ridership

# railcars by line

Rail line ridership
Station platform
media


Bus exterior media


# buses by model


Station entries/
exits/transfers
lat/long





Number of
platforms/stn

Traffic counts

Pedestrian counts

Road class

Road speed

Non-revenue
miles
System maps
Weekly schedule
by route
Daily schedule by
run
Bus dimensions

Railcar dimensions
Bus stop lat/long

Media dimensions
Rail station

Railcar # doors
•
Determine media size and placement
for each bus model (e.g., different bus
backs)
•Bus Interior – by bus garage
•Bus Exterior – by bus garage
•Railcar Interior – by rail line group
•Rail Station – by station
For 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.
• Trackside platforms
• OTS = Entries + Exits + Transfers
(avg weekly for station)
• Transfers estimated from travel surveys;
not usually counted
For 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 models
# buses
Media position
Bus routes
Bus stop lat/longs
Route schedule
Timetable by run
Bus stop matched
to road section
Traffic count
Pedestrian count
Arrival time by run
“Thank
you”
Kelly McGillivray, P.Eng.
President and Chief Methodologist
kelly@peoplecount.biz
CPM/CPP
Inventory
Collection
And
Audit
Operators
And
TAB
Circulation
*
Demography
*
Visibility
=
Imps
/Ratings
R&F
Transit
and
Transport
Authorities
U.S. Gov
Data
And
Trip
Modeling
Extension
Of
Current
Visibility
Model
Standard Calculations
Reported by Standard
Market
Definitions
Bus Exteriors
– same demos as street side advertising
Interiors (stations, rail, bus)
ACS
– calculate mode TRIP PATHS
NHTS
Entrances & Exits
Base: Ridership
Read
Size
Distance
VAI
Dwell
Time
Angle
Other
Impact on Impressions
• Adjusted OTS
• Dwell Time

Sensitive to:
• Geography
• Format
• Movement
Chicago CBSA Adults 18+ Reach by Weekly GRPs
Exterior Bus Kings vs Transit Shelters
100
90
80
72.4
68.2
CBSA Reach
70
60
50
40
30
20
10
0
0
50
100
150
200
Weekly GRPs
Titan CTA King
JCDecaux Cook County Shelters
250
300

Expand TAB OOH Ratings to include
transit formats
• Comparable with roadside OOH formats
• Compatible with all measured media
• Incorporate into media planning/buying
systems
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
Buyers must be able to compare
transit to other OOH & other
media
CONSISTENCY in Universe Base
Custom Counties
Reach
(%)
52.5%
CBSA
TRPs
Reach
(%)
TRPs
411
32.3%
217
Custom Counties
Reach
Reach
(%)
Imps
3,396,674
52.5%
26,629,613
CPM: $3.00
CBSA
TRPs
Reach
Reach
(%)
Imps
TRPs
411
4,759,779
32.3%
31,928,097
217
CPM: $2.50
Bus Exteriors
 Specialty
 King
 Half Side
 Taillight
Headlight
 Half Side
 Queen
 Headliner
 Kong
 King with
 Ultra Super Headliner
 Kong with
King
Headliner
 Full Wrap  Queen with
Headliner
 Full Back
 Mini
Taillight
 Full Side

Bus/Rail Interior & Station

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
Buyer’s want more simplification for
PLANNING Purposes
Bus Exteriors




Small
(Tails/Headlights)
Standard
(King/Queens)
Large format (Ultras,
Full Bus Sides)
Impact (Wraps)

Bus/Rail Interior &
Station



Bus Interior
Rail Interior
Station
Formats such as station doms and brand bus to be
addressed later

“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
Buyer’s want meaningful packages
not just a straight translation of
current showings
Ability to target by demographics
Entry- point (Activate: minimum
presence)
 Mid-point (Impact: strong presence)
 Top-Point (Dominate: ownership)

Actual GRP levels will vary by market
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
Bus Interior Car Cards
Package
# Units
Weekly GRP
Reach
Avg Frq
Imps
Top (Dominate)
1,500
40
21%
7.50
11,290
Mid (Impact)
750
20
14%
5.60
5,645
Entry (Activate)
375
10
9%
4.70
2,823
Bus Kings
Package level
Top
(Dominate)
Mid (Impact)
Entry (Activate)
# Panels
Weekly GRP
Reach
Avg Frq
Impressions
(000)
1,152
400
89 %
18.0
158,980
576
200
81 %
9.8
78,490
288
100
70 %
5.7
39,745
# Panels
Weekly GRP
Reach
Avg Frq
Impression
s (000)
3,000
50
26%
7.68
19,638
1,500
25
16%
6.17
9,819
750
12.5
9%
5.40
4,909
Bus Interiors Car Cards
Package level
Top
(Dominate)
Mid (Impact)
Entry
(Activate)
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
TAB Transit System
IMS/Telmar/Others
Flexible
Transit
Audience
Measurement
Site
Analysis
ADS
Telmar/Others
Packages