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Key Points

TAB Audience Measurement for Transit APTA’s Marketing And Communications Workshop February 25, 2013 Joe Philport President & CEO. Key Points. About the APTA – TAB Relationship Status of Transit Audience Measurement

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Key Points

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  1. TAB Audience Measurement for TransitAPTA’s Marketing And Communications WorkshopFebruary 25, 2013 Joe Philport President & CEO

  2. Key Points • About the APTA – TAB Relationship • Status of Transit Audience Measurement • How APTA Members Can Accelerate the Process

  3. About TAB • 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

  4. “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.”

  5. Our Common Goal • 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 Source: Nielsen/IMS Outdoor Planner TAB Out of Home Ratings: 2013

  6. Timeline Phased Release of Transit Research New Transit Audience Research Methods New Transit Circulation Methods Need for Audience Measurement TAB Development & Release TCRP-139 TCRP-133 2010 2011 2012 2013 2014

  7. Markets in First Release

  8. Circulation Advertising Packages Demographics Commercial Audience Transit Ratings = APTA Members / TAB Media Agents TAB NHTS / ACS TAB VAI Adjustments

  9. APTA Member Support • Route or station details: • Numbers of buses, cars, stations by garage or other appropriate key baseline. • Ridership data • 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. Circulation Advertising Packages APTA Members / TAB Media Agents

  10. Out of Home Formats

  11. 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.

  12. 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 • TAB VAI Research • Converts Circulation/OTS numbers to audiences who notice ads. • Better calibration of transit audience delivery with ratings of other media. Commercial Audience Demographics TAB NHTS/ACS Fusion TAB VAI Adjustments

  13. Accurate Demographics

  14. In all markets

  15. How We Can Work Together

  16. Thank You Contact: joephilport@tabonline.com

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