TAB Audience Measurement for Transit TAB Audience Measurement for Transit APTA’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

 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 specific strategies to promote ad sales of Transit Agencies outside the Top 20 markets.”

 Provide planners and buyers credible measures of transit advertising in all markets throughout the country Source: Nielsen/IMS Outdoor Planner TAB Out of Home Ratings: 2013 Market: Chicago-Naperville-Joliet, IL-IN-WI CBSA Target & Goal: Adults 18-49: 400 GRPs over 4Week Campaign

TCRP-133 TCRP- 139 TAB Development & Release Need for Audience Measurement New Transit Circulation Methods New Transit Audience Research Methods Phased Release of Transit Research

DMAsTransit Authorities OOH Media Companies Atlanta, GAMetropolitan Atlanta RTACBS 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-NHMassachusetts Bay TATitan Chicago, ILMetraClear Channel Chicago, ILPACE Suburban Bus ( Chicago), CTA (Chicago Transit Authority)Titan Dallas-Ft. Worth, TXDallas DartTitan Los Angeles, CALos Angeles, CA Transit Authority, Santa Clara Valley TA (VTA), OmnitransCBS Outdoor Los Angeles, CALADOT Transit, Long Beach TransitTitan New York, NYBridgeport 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, NYStat1en Island FerryFerry Ads New York, NYHudson Transit Lines, NJ Transit, Rockland Coaches, Suburban Transit, Trans Hudson ExpressTitan New York, NYPath TrainsJCDecaux Philadelphia, PALehigh & Northampton TA, Lehigh & Northampton Transit Authority, BARTADirect Media Inc. Philadelphia, PASEPTA, Southeastern PA TATitan San Francisco, CASan Francisco Bay Area Transit, BART, Alameda-Contra CostaTitan San Francisco, CACaltrain, San Mateo County Buses TA,CBS Outdoor San Francisco, CAGolden Gate TransitClear Channel San Francisco, CACentral Contra Costa TA, Livermore-Amador Valley TA, Tri Delta Transit, Santa Clara VTALamar Advertising Washington, DC-MDVirginia Railway Express, Maryland Transit Administration, Washington Metropolitan Area Transit AuthorityCBS Outdoor Washington, DC-MDMontgomery County BusesDirect Media Inc

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

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

EnvironmentMedia Type Bus ExteriorHeadliner Bus ExteriorQueen Bus ExteriorKing Bus ExteriorKong Bus ExteriorUltra Super King Bus ExteriorHalf Side Bus ExteriorFull Side Bus ExteriorHeadlight Bus ExteriorMini Taillight Bus ExteriorTaillight Bus ExteriorFullback Bus ExteriorHalf Wrap Bus ExteriorFull Wrap Bus ExteriorHeadliner Bus InteriorHorizontal Card Bus InteriorVertical Card EnvironmentMedia Type Rail ExteriorKing Rail Exterior Ultra Super King (King Kong) Rail ExteriorTrain Door Wrap Rail ExteriorWrapped Rail InteriorHorizontal Card Rail InteriorVertical Card Station1-Sheet Station2-Sheet Station3-Sheet StationKing StationDiorama StationIlluminated Pier

 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.

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

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