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TAB Audience Measurement for TransitAPTA’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
Key Points
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
About TAB
“Develop specific strategies to promote ad sales of Transit Agencies outside the Top 20 markets.”
“Develop a credible audience measurement system.”
“Reposition Transit Advertising to differentiate it from Billboards.”
Provide planners and buyers credible measures of transit advertising in all markets throughout the country
Our Common Goal
Source: Nielsen/IMS Outdoor Planner TAB Out of Home Ratings: 2013
Market: Chicago-Naperville-Joliet, IL-IN-WI CBSATarget & Goal: Adults 18-49: 400 GRPs over 4Week Campaign
Format Panels WeeksEstimated
CostInventory
Weekly Target GRP
(000) Target Impressions
Target GRP
CPMTarget Reach
Avg FrqEffective
Reach
Bulletins Only 28 4 $202,680 3,054 100 17,405 401 $11.64 49 8.18 34%
Transit Shelters 94 4 $125,845 2,500 108 18,764 432 $6.71 50 8.64 37%
Transit Shelters and
Bulletins68 4 $200,325 5,554 123 21,332 491 $9.39 57 8.60 42%
Timeline
TCRP-133
TCRP-139
TAB Development& Release
2010 2011 2012 2013 2014
Need for Audience
Measurement
New Transit Circulation Methods
New Transit Audience Research Methods
Phased Release of Transit Research
Markets in First ReleaseDMAs Transit Authorities
OOH Media Companies
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
CirculationAdvertising Packages
DemographicsCommercial
Audience
APTA Members /
TABMedia Agents
TAB NHTS / ACS
TAB VAI Adjustments
Transit Ratings =
APTA Member Support Route or station details:
• Numbers of buses, cars, stations by garage or other appropriate key baseline.
Ridership data
CirculationAdvertising Packages
APTA Members /
TABMedia 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 Media Type
Bus Exterior HeadlinerBus Exterior QueenBus Exterior KingBus Exterior KongBus Exterior Ultra Super KingBus Exterior Half SideBus Exterior Full SideBus Exterior HeadlightBus Exterior Mini TaillightBus Exterior TaillightBus Exterior FullbackBus Exterior Half WrapBus Exterior Full WrapBus Exterior HeadlinerBus Interior Horizontal CardBus Interior Vertical Card
Environment Media Type
Rail Exterior King
Rail ExteriorUltra Super King (King Kong)
Rail Exterior Train Door WrapRail Exterior WrappedRail Interior Horizontal CardRail Interior Vertical CardStation 1-SheetStation 2-SheetStation 3-SheetStation KingStation DioramaStation Illuminated Pier
Out of Home Formats
APTA Member Support 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.
Refinements to Audience 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
DemographicsCommercial
Audience
TABNHTS/ACS
Fusion
TAB VAIAdjustments
TAB VAI Research• Converts Circulation/OTS numbers
to audiences who notice ads.• Better calibration of transit
audience delivery with ratings of other media.
Accurate Demographics
In all markets
How We Can Work Together
APTA
• Statement of need
• Standards for circulation
• Endorse TAB audience research program
APTA Members
• Provide ridership/route data
• Get ad vendors to participate
TAB
• Develop transit audience research program
• Sign up transit ad companies
• Define reporting standards
• Train marketplace
• Phased release of transit audience
