1. TAB Audience Measurement for Transit APTA’s Marketing And Communications Workshop February 25, 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 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.”

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 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

7. 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

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

9. 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

10. 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

11. 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.

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.
Demographics
Commercial Audience
TAB
NHTS/ACS
Fusion
TAB VAI
Adjustments

13. Accurate Demographics

14. In all markets

15. 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

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