Subway & Train Station Audience Measurement System

GEOMETRO

Methodology

•Technical Committee

•Operative since 2006

Goals

• Audience Measurement of the advertising panels inside Subway and Train Stations

• Integration in the Global OoH Measurement System

• Integration in the Media Planning Tools and processes

Process for Audience Calculation

How the population moves?

What is the shape of the stations

Where are the panels?

How the people move inside stations?

Which is the contact possibility?

Process for Audience Calculation

How the population moves?

What is the shape of the stations

Where are the panels?

How the people move inside stations?

Which is the contact possibility?

Fieldwork Data Source: GEOMEX (Spanish OoH Audience System)

Sample: 8.756 individuals (More than 22.OOO nat.)

Madrid AM: 4.518 Barcelona AM: 4.238

Journey Data:

Tablet PC (2000->2007) F2F A-GPS (2008-> )

Socio- Demographic data & Lifestyles'

Journeys Last 7 days Mode. [Bus & Underground: map assisted] Purpose. Time & Duration. Frequency.

Process for Audience Calculation

How the population moves?

What is the shape of the stations

Where are the panels?

How the people move inside stations?

Which is the contact possibility?

Underground Stations

Location & identification of all entry & exit doors of each station on the digital maps of the cities

Entry & Exit doors: 730 Stations: 274 Panels: 9,492

CAD Files

Issues (it is a DRAWING !!!!) Not useful for traffic analysis No transit axis No “intelligence” . No way to

differentiate a stair or a corridor

Information provided by City council: CAD Files of stations.

It was mandatory to create a “Digital map”, a cartography map. Axis or segments of traffic Platforms with length and width Location of each panel Classification of each element in the station

Hall Entry / Exit Platform Corridors Stairs

CAD Files

Generation of Digital Maps

• Manual process to prepare and adapt all CAD File.– Axis simplification– Panel identification and location

• Specific Software development that converts CAD files to Digital Map files.

Issues found Not all information updated or

complete.

All floors were drawn in the same level. Difficult to understand.

Problems with code and Ids between city council and media owners.

Cartography Generation

Shape of the stations

STATION: Cuzco (Madrid)

STATION: Cuzco (Madrid)

STATION: Cuzco (Madrid)

Hall

Entry & Exit DoorsPlatform Access

L-10 Plza Castilla

L-10 Bernabeu

Hall

Cartography Entry/EXIT HALL

(Mandatory path)

Entry & Exit DoorsPlatform Access

L-10 Plza Castilla

L-10 Bernabeu

Hall

Cartography Entry/EXIT HALL

(Mandatory path)

Entry & Exit DoorsPlatform Access

L-10 Plza Castilla

L-10 Bernabeu

Cartography Entry/EXIT HALL

(Mandatory path)

L-10 Plza Castilla

L-10 Bernabeu

Plaza Cuzco(impar)

Plaza Cuzco

(par)

- Equi-probability (1/n-exits)- Street proximity

Traffic flow based in the journey direction

Cartography Entry/EXIT HALL

(Mandatory path)

AUTOCAD original file

Generation of Cartographic map

Traffic Axis drawn in AutoCad

Generation of Cartographic map

Cartographic Map Generation

Station information, now converted in GIS File Format (SHAPE), It is now compatible and useful for the software to

operate and “understand" it.

Panel location in AutoCad

Panel identification

Panel location, size , orientation, etc.

Panel identification

Platform

Platform 1

Platform 2

Platform

Platform 2

Platform

Platform 1

Platform 2

Platform

Platform 1

Platform 2

Platform 1

Platform

Platform 2

Platform

Platform 1

Elements in the Stations

• Process: From CAD file to SHAPE (GIS) file

Type # Entry / Exit doors 730

Platforms 1.355

Stairs 1.581

Escalators 1.002

Corridors 4.328

Mechanical Corridors 9

Halls 1.031

Process for Audience Calculation

How the population moves?

What is the shape of the stations

Where are the panels?

How the people move inside stations?

Which is the contact possibility?

Journey path inside the station

Information available by journey Entry Street / Exit Street Time Entry Station / Exit Station Lines used Connexion Lines & Stations used

Information needed: Entry/Exit Door Internal Path inside the Station Connexion inside Position of each individual on the Platform

Entry & Exit Door

Probability Distribution based in the proximity of the street that the individual was before entry and after exit based

in the path of his journey.

Path inside Station

Each path divided in 3 parts (Type of axis) Entry/Exit Platform Connexions

On the digital cartographic maps with a specific developed software, it calculates the optimum journey path and its probabilities based in minimum distances and maximum easiness.

Probability automatically assigned if there are various alternative paths.

Advantage:The internal path of most stations are

unique and without options. (Very different form the open air city journeys).

Path inside Station

Platform

Most Probable

Path

PATH “Entry door to platform”

The Software calculates the path of the journeys inside the Stations.

Esta

ción

: Pep

Ven

tura

Platform

Most Probable Path

PATH “FROM platform TO EXIT DOOR”Es

taci

ón: S

ans

PATH “TRANSIT - conexion”Es

taci

ón: S

ol

Origin Station[2 entry corridors]

Destintation[1 exit corridor]Most probable area

Regular Journeys: The position most probable in the platform is based in the exit corridor of the station at the destination

Calculating the position on the platform:Regular Journeys

Most Probable AreaOrigin Station[2 entry corridors]

Destintation[1 exit corridor]

Non-Regular Journeys: The position at the platform is based in the entry corridors that connect in the origin station.

Calculating the position on the platform: Non-regular Journeys

Calculating the position on the platform

Location probability of a person on the platform

Platform Length

0 80Corridor 1 Corridor 2

1

0.5

Center

Platform Length

POSITION AND CONTACT PROBABILITY

Location probability of a person in the platform CENTER

Platform Length

0 80

1

0.5

Normal Distribution. 0 & Platform Length

Corridor 1 Corridor 2

POSITION AND CONTACT PROBABILITY

Location probability of a person in the platform CORRIDORS

0 80

1

0.5

Platform LengthCorridor 1 Corridor 2

CONTACT PROBABILITY OPPOSITE PLATFORM

Panel A

Panel B

Panel C

Panel D

CONTACT PROBABILITY OPPOSITE PLATFORM

Panel A

Panel B

Panel C

Panel D

CONTACT PROBABILITY OPPOSITE PLATFORM

Panel A

Panel B

Panel C

Panel D

0 80

1

0.5 AREA: Individual Probability for panel contact on the

opposite side

CONTACT PROBABILITY OPPOSITE PLATFORM

Visibility Zone Panel C

Location probability of a person in the platform CENTER

Platform Length

0 80

1

0.5

CONTACT PROBABILITY OPPOSITE PLATFORM

Visibility Zone Panel C

Location probability of a person in the platform CENTER

Platform Length

Audience Calculation

CONTACT PROBABILITY SOFTWARE

How the metrics are calculated?

Metrics Metrics are calculated in the same process, sample and

criteria as the rest of Out of Home

Data Data is integrated seamlessly with the rest of outdoor

networks. Standard Media Planning Software (i.e. Tom Micro) for

Media Agencies. It is able to make Networks Optimization

OoH Integration