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

May July, pending sign off on review October, pending sign off on review Top 30 markets Remaining Markets Delayed or appealed markets

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

Transit and Transport Authorities Extension Of Current Visibility Model Standard Calculations Reported by Standard Market Definitions U.S. Gov Data And Trip Modeling Circulation Visibility Imps /Ratings Imps /Ratings CPM/CPP R&F *= Demography * Inventory Collection And Audit Inventory Collection And Audit Operators And TAB

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

Bus and Rail Interior TRANSIT RIDERS Station Interior TRANSIT RIDERS Bus Exterior VEHICLE, PEDESTRIAN Methods to measure various Transit Media and Audience types:

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 Formats Sizes Inventory TRANSIT SYSTEMS Ridership Routes Vehicles GTFS Bus stops Schedule Run time STREET DATA Traffic/ Ped counts Speed limits

Media formats Media sizes Bus cards/bus Rail cards/car Station concourse media Station platform media Bus exterior media # buses by model # buses by garage Bus routes by garage Bus route ridership # railcars by line Rail line ridership Station entries/ exits/transfers Bus stop lat/long Rail station lat/long System maps Weekly schedule by route Daily schedule by run Bus dimensions Railcar dimensions Media dimensions Railcar # doors Number of platforms/stn Traffic counts Pedestrian counts Road class Road speed Non-revenue miles We collected numerous pieces of data from each transit system and media vendor:

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

Transit and Transport Authorities Extension Of Current Visibility Model Standard Calculations Reported by Standard Market Definitions U.S. Gov Data And Trip Modeling Circulation Visibility Imps /Ratings Imps /Ratings CPM/CPP R&F *= Demography * Inventory Collection And Audit Inventory Collection And Audit Operators And TAB

ACS NHTS Base: Ridership Entrances & Exits Bus Exteriors – same demos as street side advertising Interiors (stations, rail, bus) – calculate mode TRIP PATHS

DistanceRead VAI Angle Other Dwell Time Size

Impact on Impressions Adjusted OTS Dwell Time

Sensitive to: Geography Format Movement

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 CountiesCBSA Reach (%) TRPs Reach (%)TRPs 52.5% %217

Custom CountiesCBSA Reach Reach (%) Imps TRPs Reach Reach (%) Imps TRPs 3,396, % 26,629, ,759, % 31,928, CPM: $3.00CPM: $2.50

Bus ExteriorsBus/Rail Interior & Station King Taillight Queen Kong Ultra Super King Full Wrap Full Back Full Side 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 Specialty Half Side Headlight Half Side Headliner King with Headliner Kong with Headliner Queen with Headliner Mini Taillight

Bus Exteriors Bus/Rail Interior & Station Small (Tails/Headlights) Standard (King/Queens) Large format (Ultras, Full Bus Sides) Impact (Wraps) Bus Interior Rail Interior Station Formats such as station doms and brand bus to be addressed later Buyers want more simplification for PLANNING Purposes

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

Buyers 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

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

Transit Audience Measurement TAB Transit System IMS/Telmar/Others Packages Flexible ADS Telmar/Others