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Key Points

Explore APTA-TAB relationship, transit audience measurement status, and strategies to accelerate the process. Learn about TAB initiatives and common goals for credible transit advertising measures. Dive into market insights and the timeline for new research methods. Discover how to enrich data, refine audience demographics, and enhance audience delivery calibration with TAB tools. Join us to promote transit advertising effectively!

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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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