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 How APTA Members Can Accelerate the Process

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

“Develop a credible audience measurement system.” “Reposition Transit Advertising to differentiate it from Billboards.” “Develop specific strategies to promote ad sales of Transit Agencies outside the Top 20 markets.”

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

Timeline TAB Development & Release TCRP-139 TCRP-133 2010 2011 2012 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

Markets in First Release DMAs 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. Massachusetts Bay TA Titan Chicago, IL Metra Clear Channel PACE Suburban Bus ( Chicago), CTA (Chicago Transit Authority) Dallas-Ft. Worth, TX Dallas Dart Los Angeles, CA Los Angeles, CA Transit Authority, Santa Clara Valley TA (VTA), Omnitrans LADOT Transit, Long Beach Transit New York, NY Bridgeport Transit, Lamar Advertising Metropolitan Transit Authority, NYC, Metropolitan Transit Authority, Long Island Bus, MTA Long Island Railroad, MTA Metro North Railroad Stat1en Island Ferry Ferry Ads Hudson Transit Lines, NJ Transit, Rockland Coaches, Suburban Transit, Trans Hudson Express Path Trains JCDecaux Philadelphia, PA Lehigh & Northampton TA, Lehigh & Northampton Transit Authority, BARTA SEPTA, Southeastern PA TA San Francisco , CA San Francisco Bay Area Transit, BART, Alameda-Contra Costa Caltrain, San Mateo County Buses TA , Golden Gate Transit Central Contra Costa TA, Livermore-Amador Valley TA, Tri Delta Transit, Santa Clara VTA Washington, DC-MD Virginia Railway Express, Maryland Transit Administration, Washington Metropolitan Area Transit Authority Montgomery County Buses Direct Media Inc

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

APTA Member Support Route or station details: Ridership data 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

Out of Home Formats Environment Media Type Bus Exterior Headliner Queen King Kong Ultra Super King Half Side Full Side Headlight Mini Taillight Taillight Fullback Half Wrap Full Wrap Bus Interior Horizontal Card Vertical Card Environment Media Type Rail Exterior King Ultra Super King (King Kong) Train Door Wrap Wrapped Rail Interior Horizontal Card Vertical Card Station 1-Sheet 2-Sheet 3-Sheet Diorama Illuminated Pier

APTA Member Support Bus Exterior Advertising: TAB Data Enrichment 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 TAB VAI Research Converts Circulation/OTS numbers to audiences who notice ads. Better calibration of transit audience delivery with ratings of other media. Demographics Commercial Audience TAB NHTS/ACS Fusion TAB VAI Adjustments

Accurate Demographics

In all markets

How We Can Work Together APTA APTA Members TAB Statement of need Standards for circulation Endorse TAB audience research program Provide ridership/route data Get ad vendors to participate Develop transit audience research program Sign up transit ad companies Define reporting standards Train marketplace Phased release of transit audience

Contact: joephilport@tabonline.com Thank You Contact: joephilport@tabonline.com