JNOR Ready Reckoner 2013

2013 JNOR Ready Reckoner

A definitive guide to OOH audience measurement and JNOR

2013 JNORReady Reckoner

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01

introduction

Welcome to the ‘2013 JNOR Ready Reckoner’. This guide outlines the Cover, Frequency, GRPs and CPTs for a range of OOH formats in both RoI and Northern Ireland. The document is intended to be used as a guide to demonstrate audience delivery by formats. The figures are derived from Campaign Planner which assumes perfect distribution and full availability.

Kinetic recommends the use of multiformat and multi-environment campaigns where possible as they deliver higher coverage and frequency.

What is JNOR?

JNOR, the Joint National Outdoor Research, has been delivering audience measurement for the Outdoor industry since 2005. The research was launched in Northern Ireland in 2010. A worldwide industry first, JNOR provides the ability to analyse campaigns on multiple Outdoor Advertising formats. The outcome is an accountable and detailed audience delivery system providing standard audience reach, Opportunity to see (OTS) but also probability based visibility scores, Visibsility-adjusted contact (VAC).

JNOR Technicalities

Methodology

To obtain the desired affect, two separate research programs were commissioned and married together in order to calculate audience reach and cover for an Outdoor media campaign.

The first program is a travel survey to determine the journeys and routes of a representative sample of the population. The purpose of the Travel Survey was not only to collect the journey routes over time of a representative sample, but also to research the level of usage of supermarkets, shopping centres and public transport.

The second program is a classification and traffic allocation system for every panel included in the research. The result being three basic measures for each poster site, traffic flow, Opportunity-To-See, Visibility Adjusted Contact (Flow/OTS/VAC).

The Outdoor industry then developed the model further with an innovative concept of Visibility Adjusted Contact or VAC. A Visibility Study was carried out with the help of Dr Paul Barber of Birkbeck College at London University to evaluate how people actually look at particular kinds of panels in different situations.

What are Visibility Adjusted Contacts?

A VAC estimates the probability of an OTS being converted to a contact for every poster in a campaign. Eccentricity, angle, size, illumination, background clutter and duration of visibility are taken into consideration for every panel to adjust the OTS score to one adjusted for visibility.

How do we calculate Cover and Frequency?

Coverage or Reach

The coverage or reach of a campaign is the number of individuals in a population who have seen the advertising at least once. Sometimes it is expressed as a percentage of the population, sometimes as a direct number. For instance, a campaign could have covered or been seen by 47% of a country’s Adults population or alternatively it may be reported that the campaign reached 250,000 15-24 year olds.

Frequency

It will be realised that when a large population has been covered by a medium like posters, some people will have seen the campaign only once, but some will have seen it a number of times, and frequent travellers, many times. If we calculate the average number of times that the average individual saw the campaign, then we call this the average frequency of the coverage.

What makes a good campaign?

• Brief• Target audience• Timing• Objective• JNOR Objective – Cover/Freq/GRP/CPT

EnvironmentsThere are four different environments in JNOR – Roadside, Retail, Travel and Transport. The average weekly flow differs greatly between Roadside, Non-Roadside & Transport. Flow is an essential factor in audience delivery.

CAFAS Audience Delivery System

There are 3 sections to CAFAS (Cover and Frequency Analysis System);

1. Digest - provides comparative information between Media Owners for sheetage, flow, OTS and VAC.

2. Campaign Analysis - facilitates the examination of actual or potential bookings on Outdoor Advertising plant.

3. Campaign Planner - offers the opportunity to combine multi-environment Outdoor media schedules to determine cover using average VAC, flow, and OTS on a network of average panels in the specified environments and regions.

The Panel Classification system behind CAFAS is updated quarterly and independently audited. For more information on JNOR, please contact [email protected]

• Well-distributed campaign• Sites with high Flow• Highly visible sites• Cover – Multi environment• Frequency - Roadside

Roadside Retail Travel Trasnport


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02

large format

48 Sheet

A 48 Sheet is often referred to as a traditional billboard. It is made up of twelve x 4 sheet sections joined. HD (High Definition) 48 Sheets are now available where the poster is made of one sheet of lightweight vinyl material. 48 Sheets are available nationally.

For JNOR, 48 sheets are split 81% Roadside, 11% Retail and 8% Travel.

48 sheets - Dublin PlusAll Adults

Weight No. Sites % VAC Freq GRP CPTLight 30 43.1% 8.7 383 €5.5

Medium 50 56.7% 11.3 638 €5.6Heavy 70 65.3% 14.2 925 €5.4

15 - 24 Year OldsWeight No. Sites % VAC Freq GRP CPTLight 30 42% 9.9 417 €26.2

Medium 50 55.3% 12.6 695 €26.2Heavy 70 63.9% 15.8 1008 €25.3

ABC1sWeight No. Sites % VAC Freq GRP CPTLight 30 46.5% 10.3 478 €8.5

Medium 50 61.2% 13 797 €8.5Heavy 70 70.2% 16.4 1152 €8.3

Main Shoppers with Children <15 Weight No. Sites % VAC Freq GRP CPTLight 30 40.7% 6.6 267 €27.1

Medium 50 53.5% 8.3 446 €27.1Heavy 70 62.4% 10.4 651 €26.0

18 - 34 Year Old MalesWeight No. Sites % VAC Freq GRP CPTLight 30 46.4% 11.4 528 €20.6

Medium 50 61.1% 14.4 879 €20.6Heavy 70 69.7% 18.2 1269 €20.0

CAFAS Version 33.0, Database. All results for March, CPTs based on March Planning RatesNote: All Alcohol campaigns must take into account the 25% ruling

48 sheets - 5 Main CityAll Adults


Medium 100 57.6% 11.4 656 €5.7Heavy 120 67.4% 12.6 784 €5.7

15 - 24 Year OldsWeight No. Sites % VAC Freq GRP CPTLight 70 46.1% 10.5 483 €27.8

Medium 100 57.4% 12.3 707 €27.1Heavy 120 62.2% 13.6 846 €27.2


Medium 100 62.8% 13.4 840 €8.9Heavy 120 67.9% 14.8 1003 €8.9


Medium 100 56.3% 8.7 491 €26.8Heavy 120 60.9% 9.6 587 €26.9

18 - 34 Year Old MalesWeight No. Sites % VAC Freq GRP CPTLight 70 49.9% 12 599 €23.1

Medium 100 60.6% 14.3 866 €22.8Heavy 120 65.5% 15.8 1034 €22.9

48 sheets - NationalAll Adults


Medium 150 43.5% 11.9 520 €6.0Heavy 200 49.5% 14 695 €6.0


Medium 150 44.3% 13.2 584 €28.4Heavy 200 50.4% 15.5 781 €28.3


Medium 150 48.4% 14 677 €9.5Heavy 200 54.8% 16.5 906 €9.5


Medium 150 47.4% 9.9 437 €25.7Heavy 200 50% 11.7 583 €25.7


Medium 150 47.4% 15.1 714 €24.5Heavy 200 53.6% 17.8 954 €24.5

Planning Rate: Dublin PlusCycle 1-4: €750Cycle 5-15: €950Cycle 16-17: €855

Cycle 18-20: €900Cycle 21-26: €855

Planning Rate: 5 Main CityCycle 1-4: €650Cycle 5-15: €800Cycle 16-17: €700

Cycle 18-20: €750Cycle 21-26: €700

Planning Rate: NationalCycle 1-4: €550Cycle 5-15: €700Cycle 16-17: €600

Cycle 18-20: €610Cycle 21-26: €600

Recommended 48 Sheet Weights

300

200

100

0light medium heavy30 50 70

300

200

100

0light medium heavy

70 100 120

300

200

100

0light medium heavy

100150 200

Dublin Plus 5 Main City National


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03


Metropoles - Dublin PlusAll Adults


Medium 24 50.0% 10.6 529 €3.0Heavy 32 57.4% 12.3 705 €3.0


Medium 24 48.8% 11.8 576 €14.4Heavy 32 56.0% 13.7 768 €14.4


Medium 24 54.0% 12.2 661 €4.7Heavy 32 62.0% 14.2 881 €4.7


Medium 24 47.2% 7.8 369 €14.9Heavy 32 54.2% 9.1 492 €14.9

18 - 34 Year Old MalesWeight No. Sites % VAC Freq GRP CPTLight 18 45.7% 12 547 €11.3

Medium 24 53.8% 13.5 729 €11.3Heavy 32 61.8% 15.7 972 €11.3

large format small format

Metropanels - Dublin PlusAll Adults


Medium 24 41.4% 7.1 293 €2.6Heavy 48 57.5% 10.2 585 €2.6


Medium 24 40.8% 7.9 321 €12.2Heavy 48 56.7% 11.3 642 €12.2


Medium 24 44.0% 8.1 356 €4.1Heavy 48 61.1% 11.6 711 €4.1

Main Shoppers with Children <15Weight No. Sites % VAC Freq GRP CPTLight 12 22.4% 4.9 111 €11.7

Medium 24 40.6% 5.5 222 €11.7Heavy 48 56.4% 7.9 443 €11.7


Medium 24 43.2% 8.9 386 €10.1Heavy 48 60.1% 12.8 772 €10.1


Metropanel & Recommended Weights

6 Sheets located on-street across Dublin City with a particularly strong presence across the city centre. Key locations include Stephen's Green, Henry Steet. All back-lit and scrolling units.

60

45

30

15

0light medium heavy

1224

48

Dublin Plus

Owner: JCDecauxRate: €425 per panel per cycle

For JNOR, Metropanels are split 63% Roadside, 37% Retail.

60

40

20


Dublin Plus

Metropole & Recommended Weights

A Metropole is an 8m² scrolling unit available in Dublin only. They display up to 4 posters scrolling on each side and are 100% back illuminated. Metropole posters are encased within glass units and are sold print inclusive.

Owner: JCDecauxPlanning Rate: €900

For JNOR, Metropoles are 100% Roadside.


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small format

Recommended Adbox Weights

400

300

200

100

0light medium heavy

75150

200

400

300

200

100

0light medium heavy

100

250

175


400

300

200

100

0light medium heavy

200150

300

Adbox

Owner: Clear ChannelRate: €245 per panel per cycle

For JNOR, Adbox are split 63% Roadside and 37% Retail.

6 sheets located at convenience stores and TSNs - highly visible and in close proximity to the point of purchase

Adbox - Dublin PlusAll Adults


Medium 150 56.7% 8.5 481 €5.7Heavy 200 63.9% 10.0 640 €5.7


Medium 150 55.7% 9.4 526 €26.8Heavy 200 62.8% 11.1 699 €26.9


Medium 150 60.6% 9.8 592 €8.9Heavy 200 68.2% 11.5 788 €8.9


Medium 150 55.0% 6.4 350 €26.7Heavy 200 62.0% 7.5 466 €26.7


Medium 150 59.9% 10.8 648 €21.7Heavy 200 67.3% 12.8 862 €21.7


Adbox - 5 Main CityAll Adults


Medium 175 41.1% 7.5 307 €6.5Heavy 250 49.6% 8.8 437 €6.5


Medium 175 40.5% 8.2 332 €30.9Heavy 250 48.8% 9.7 473 €31.0


Medium 175 44.9% 8.7 390 €10.2Heavy 250 54.0% 10.3 555 €10.3


Medium 175 41.0% 5.8 236 €29.9Heavy 250 49.4% 6.8 336 €30.0


Medium 175 43.9% 9.4 412 €25.7Heavy 250 52.4% 11.2 586 €25.8

Adbox - NationalAll Adults


Medium 200 27.3% 7.3 200 €7.3Heavy 300 35.7% 8.6 309 €7.1


Medium 200 27.8% 8.1 225 €34.5Heavy 300 36.1% 9.7 349 €33.3


Medium 200 30.9% 8.5 262 €11.5Heavy 300 39.9% 10 401 €11.3


Medium 200 27.9% 5.9 164 €32.0Heavy 300 36.6% 7 255 €30.8


Medium 200 30.7% 9.2 282 €29.0Heavy 300 39.1% 11.1 433 €28.3

04


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small format

Recommended Citylight Weights

400

300

200

100

0light medium heavy

75150

200

400

300

200

100

0light medium heavy

300

200150

400

300

200

100

0light medium heavy

200

400300


Citylight

Owner: Clear ChannelRate: €375 (C1-17) €410 (C18-26)

For JNOR, Citylights are 100% Roadside.

6 Sheets located at bus shelters nationally also known as Adshel. Four positions available – Head on, Contra Flow, Parallel 1 & Parallel 2 (Cantilever)

05

CAFAS Version 33.0, Database. All results for March, CPTs based on March Planning RatesNote: All Alcohol campaigns must take into account the 25% ruling100% Roadside

Citylights - Dublin PlusAll Adults


Medium 150 78.7% 18.4 1450 €2.9Heavy 200 82.8% 23.4 1934 €2.9


Medium 150 76.7% 20.6 1579 €13.7Heavy 200 80.7% 26.1 2105 €13.7


Medium 150 85.0% 21.3 1811 €4.5Heavy 200 89.4% 27.0 2414 €4.5


Medium 150 74.3% 13.6 1013 €14.1Heavy 200 78.1% 17.3 1350 €14.1


Medium 150 84.7% 23.6 1998 €10.8Heavy 200 89.2% 29.9 2664 €10.8

Citylights - 5 Main CityAll Adults


Medium 200 68.9% 15.1 1039 €3.4Heavy 300 75.6% 20.6 1557 €3.4


Medium 200 67.4% 16.5 1113 €16.1Heavy 300 74.0% 22.5 1667 €16.2


Medium 200 75.6% 17.7 1338 €5.2Heavy 300 82.6% 24.3 2006 €5.2


Medium 200 67.0% 11.4 764 €16.1Heavy 300 73.4% 15.6 1145 €16.2


Medium 200 72.9% 19.3 1407 €13.2Heavy 300 79.7% 26.4 2107 €13.2

Citylights - NationalAll Adults


Medium 300 49.1% 19.5 958 €3.5

Heavy 400 52.2% 24.6 1283 €3.515 - 24 Year Olds

Weight No. Sites % VAC Freq GRP CPTLight 200 43.9% 16 701 €16.9

Medium 300 49.7% 21.4 1065 €16.7Heavy 400 52.8% 27 1427 €16.6


Medium 300 55.6% 23 1280 €5.4Heavy 400 58.9% 29.1 1714 €5.4

Main Shoppers with Children <15 Weight No. Sites % VAC Freq GRP CPTLight 200 42.9% 11 474 €16.9

Medium 300 48.9% 15 731 €16.4Heavy 400 52.1% 18.8 978 €16.4


Medium 300 54.6% 25.1 1372 €13.7Heavy 400 57.9% 31.8 1839 €13.6


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small format

Recommended Commuterlites WeightsCommuterlites

6 Sheets located at train/rail stations both on the station platforms and in the station concourse

75

50

25

0light medium heavy10

2040

Dublin Plus

75

50

25

0light medium heavy

5030

15

5 Main City

75

50

25

0light medium heavy

25

5545

National

Owner: Bravo OutdoorRate: €270 per panel per cycle

For JNOR, Commuterlites are 100% Travel.

06

Commuterlites - Dublin PlusAll Adults


Medium 20 9.2% 3.0 27 €14.9Heavy 40 13.3% 4.1 54 €14.9


Medium 20 11.6% 4.9 57 €36.1Heavy 40 16.8% 6.8 115 €36.1


Medium 20 10.4% 3.7 38 €20.3Heavy 40 15.1% 5.0 76 €20.3


Medium 20 8.0% 1.6 13 €105.8Heavy 40 11.5% 2.2 26 €105.8


Medium 20 10.7% 4.0 43 €48.3Heavy 40 15.5% 5.5 85 €48.3


Commuterlites - 5 Main CityAll Adults


Medium 30 5.6% 2.9 16 €23.4Heavy 50 7.4% 3.6 27 €23.2


Medium 30 7.0% 4.8 34 €56.9Heavy 50 9.4% 6.1 57 €56.3


Medium 30 6.6% 3.6 23 €32.1Heavy 50 8.8% 4.5 40 €31.8


Medium 30 5.0% 1.6 8 €167.0Heavy 50 6.7% 2 13 €165.3


Medium 30 6.7% 3.9 26 €76.3Heavy 50 9.0% 4.9 44 €75.5

Commuterlites - NationalAll Adults


Medium 45 3.5% 2.9 10 €35.2Heavy 55 5.8% 3.1 18 €24.8

15 - 24 Year OldsWeight No. Sites % VAC Freq GRP CPTLight 25 3.0% 4 12 €90.1

Medium 45 4.6% 4.8 22 €85.4Heavy 55 6.9% 5 34 €68.7


Medium 45 4.3% 3.6 16 €48.2Heavy 55 6.6% 3.5 23 €39.9


Medium 45 3.2% 1.6 5 €250.5Heavy 55 5.2% 1.8 10 €165.9


Medium 45 4.5% 3.9 18 €114.4Heavy 55 6.6% 3.7 25 €100.7


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small format

Recommended Point of Purchase Weights

400

300

200

100

0light medium heavy

50 75 100

400

300

200

100

0light medium heavy

75150

100

400

300

200

100

0light medium heavy

15090

200


Point of Purchase - Bravo Mall

6 sheets located at shopping centres nationally - key locations include St. Stephen’s Green & Liffey Valley

Owner: Bravo OutdoorRate: €270 per panel per cycle

For JNOR, Point of Purchase 6 Sheets are 100% Retail.

Point of Purchase - Purchase Point

Owner: CBS OutdoorRate: €278 per panel per cycle line x line / Campaigns over 65 sites - €255

6 sheets located within retail destinations - shopping centres, malls and supermarkets available nationally covering Dunnes, Superquinn and Tesco stores

07


Point of Purchase - Dublin PlusAll Adults


Medium 75 43.4% 3.7 162 €9.2Heavy 100 48.3% 4.5 215 €9.2


Medium 75 43.5% 4.2 183 €41.6Heavy 100 48.4% 5.0 244 €41.6


Medium 75 44.8% 3.8 171 €16.6Heavy 100 49.9% 4.6 229 €16.6


Medium 75 45.3% 3.7 166 €30.5Heavy 100 50.4% 4.4 221 €30.5


Medium 75 42.9% 3.9 169 €44.8Heavy 100 47.7% 4.7 226 €44.8

Point of Purchase - 5 Main CityAll Adults


Medium 100 35.9% 3.7 131 €9.4Heavy 150 42.4% 4.6 197 €9.4


Medium 100 35.6% 4.1 147 €43.1Heavy 150 42.1% 5.3 221 €43.0


Medium 100 37.9% 3.8 146 €16.9Heavy 150 44.8% 4.9 219 €16.9


Medium 100 38.4% 3.6 140 €31.2Heavy 150 45.4% 4.6 211 €31.1


Medium 100 36.5% 3.9 141 €46.5Heavy 150 43.2% 4.9 212 €46.4

Point of Purchase - NationalAll Adults

Weight No. Sites % VAC Freq GRP CPTLight 90 23.4% 3 70 €10.1

Medium 150 31.0% 3.7 116 €10.1Heavy 200 34.8% 4.5 155 €10.1


Medium 150 31.4% 4.5 142 €44.1Heavy 200 35.3% 5.4 190 €44.0


Medium 150 33.5% 3.9 129 €18.9Heavy 200 37.6% 4.6 173 €18.9


Medium 150 33.5% 4 133 €32.0Heavy 200 37.6% 4.7 177 €32.0


Medium 150 32.1% 4.1 131 €50.5Heavy 200 36.0% 4.9 175 €50.4


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transport

Bus Formats

TSideTSides are located on the driver side of Dublin Bus vehicles. Only Forward Stem TSides are now available where the drop section of the poster is located to the front of the bus. They are available in Dublin only.

Superside Lower Rear

Supersides are located on the pedestrian or kerb side of buses so have a higher bias to pedestrians. They are only available in Dublin.

Lower Rears are panels that appear on the lower back of Dublin bus vehicles. Like all bus formats they deliver a combination of good reach and frequency.

Bus Formats Recommended Weights

300

200

100

0light medium heavy

50 75150

300

200

100

0light medium heavy

250200

120

300

200

100

0light medium heavy

100150 200

TSides Supersides Lower Rears

08


TSides - Dublin PlusAll Adults


Medium 75 81.2% 2.8 227 €13.6Heavy 150 89.7% 5.7 507 €12.1


Medium 75 79.1% 3.1 247 €64.1Heavy 150 87.5% 6.3 552 €57.3

ABC1sWeight No. Sites % VAC Freq GRP CPTLight 50 79.7% 2 159 €24.7

Medium 75 87.6% 3.2 283 €20.9Heavy 150 96.9% 6.5 633 €18.7


Medium 75 76.6% 2.1 158 €66.3Heavy 150 84.6% 4.2 354 €59.3


Medium 75 87.4% 3.6 312 €50.5Heavy 150 96.6% 7.2 699 €45.1

Supersides - Dublin PlusAll Adults


Medium 200 80.0% 4.8 386 €9.6Heavy 250 82.7% 6.0 499 €9.3


Medium 200 78.0% 5.4 421 €45.6Heavy 250 80.6% 6.7 543 €44.1


Medium 200 86.3% 5.6 482 €14.8Heavy 250 89.3% 7.0 623 €14.4


Medium 200 75.4% 3.6 270 €47.2Heavy 250 78.0% 4.5 348 €45.6


Medium 200 86.1% 6.2 532 €35.9Heavy 250 89.0% 7.7 688 €34.7

Lower Rears - Dublin PlusAll Adults


Medium 150 85.9% 3.1 271 €5.4Heavy 200 89.0% 4.2 375 €5.2


Medium 150 83.8% 3.5 295 €25.4Heavy 200 86.8% 4.7 408 €24.5


Medium 150 92.8% 3.6 338 €8.3Heavy 200 96.2% 4.9 468 €8.0


Medium 150 81.1% 2.3 189 €26.3Heavy 200 84.0% 3.1 261 €25.3


Medium 150 92.5% 4.0 373 €20.0Heavy 200 95.9% 5.4 516 €19.2

For JNOR, all bus formats are analysed under Transport.Owner: Bravo OutdoorRate: €550

Owner: Bravo OutdoorRate: €215

Owner: Bravo OutdoorRate: €130


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The NI Market


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09

large format 6 sheets

48 sheet

Recommended 48 Sheet Weights

150

100

50

0light medium heavy

4060 80

Belfast

150

100

50

0light medium heavy

80100

120

Six County / NI Province

Planning rate: Belfast £270, Rest of Province £250

•

48 sheets - BelfastAll Adults

Weight No. Sites % VAC Freq GRP CPTLight 40 68.30% 13 890 £2.15

Medium 60 75.00% 17.8 1334 £2.15Heavy 80 78.80% 22.6 1779 £2.15

15 - 24 Year OldsWeight No. Sites % VAC Freq GRP CPTLight 40 74.00% 16.4 1214 £8.46

Medium 60 81.30% 22.4 1821 £8.46Heavy 80 85.40% 28.4 2429 £8.46

ABC1sWeight No. Sites % VAC Freq GRP CPTLight 40 74.70% 12.9 962 £3.82

Medium 60 82.00% 17.6 1443 £3.82Heavy 80 86.20% 22.3 1924 £3.82

Main Shoppers with Children <15 Weight No. Sites % VAC Freq GRP CPTLight 40 67.50% 11 739 £13.87

Medium 60 74.10% 15 1108 £13.87Heavy 80 77.90% 19 1478 £13.87

18 - 34 Year Old MalesWeight No. Sites % VAC Freq GRP CPTLight 40 76.60% 17.9 1372 £9.69

Medium 60 84.20% 24.4 2058 £9.69Heavy 80 88.50% 31 2744 £9.69


48 sheets - NI ProvinceAll Adults

Weight No. Sites % VAC Freq GRP CPTLight 80 45.70% 13.1 597 £2.38

Medium 100 50.30% 14.8 744 £2.39Heavy 120 53.80% 16.7 895 £2.38


Medium 100 56.10% 17.6 989 £9.80Heavy 120 60.00% 19.9 1191 £9.76


Medium 100 53.80% 14.1 760 £4.50Heavy 120 57.40% 16 916 £4.48

Main Shoppers with Children <15 Weight No. Sites % VAC Freq GRP CPTLight 80 40.80% 10.7 437 £17.08

Medium 100 44.60% 12.2 543 £17.17Heavy 120 47.40% 13.8 655 £17.08


Medium 100 49.10% 20.1 985 £12.28Heavy 120 52.10% 22.8 1189 £12.21

Recommended Weights - Province wide

200

100

0light medium heavy

70 90130

Adbox

Adbox - Province WideAll Adults


Medium 90 34.40% 3.8 132 £7.77Heavy 130 42.30% 4.5 190 £7.77


Medium 90 37.70% 4.5 170 £32.85Heavy 130 47.30% 5.2 245 £32.85


Medium 90 36.80% 3.6 133 £14.84Heavy 130 46.10% 4.2 192 £14.84


Medium 90 35.10% 3 105 £51.17Heavy 130 44.30% 3.4 152 £51.17


Medium 90 35.10% 4.8 170 £41.04Heavy 130 43.70% 5.6 245 £41.04


For JNOR 48 sheets are split 99% Roadside, 1% Retail and 0% Travel.

For JNOR Adbox are split 60% Roadside and 40% Retail.

Owner: Clear ChannelRate: £160


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6 sheets transport

Adshel / Citylight

10


Recommended TSide Weights - Province wide

200

100

0light medium heavy

50 75 100

Purchase Point


200

100

0light medium heavy

100150

200


Citylight - Province WideAll Adults


Medium 150 61.20% 15.2 930 £3.27Heavy 200 66.90% 18.5 1240 £3.27


Medium 150 68.30% 17.9 1227 £13.50Heavy 200 74.80% 21.9 1636 £13.50


Medium 150 65.10% 14.5 941 £6.21Heavy 200 71.10% 17.6 1254 £6.21


Medium 150 53.20% 12.5 667 £23.92Heavy 200 57.80% 15.4 889 £23.92


Medium 150 58.30% 20.7 1204 £17.18Heavy 200 63.10% 25.4 1605 £17.80

TSide

225

150

75


Purchase Point - Province WideAll Adults

Weight No. Sites % VAC Freq GRP CPTLight 50 48.60% 2 98 £9.03

Medium 75 53.00% 2.8 148 £9.03Heavy 100 55.20% 3.6 197 £9.03


Medium 75 55.40% 2.8 158 £46.13Heavy 100 57.70% 3.6 210 £46.11


Medium 75 54.00% 2.4 130 £19.67Heavy 100 56.30% 3.1 174 £19.67


Medium 75 59.80% 3.1 183 £38.33Heavy 100 62.20% 3.9 244 £38.30


Medium 75 51.30% 2.9 148 £61.31Heavy 100 53.40% 3.7 197 £61.35



TSides - Province WideAll Adults


Medium 50 34.40% 4.9 168 £5.91Heavy 75 35.60% 7.4 263 £5.68

15 - 24 Year OldsWeight No. Sites % VAC Freq GRP CPTLight 25 34.20% 3 104 £26.01

Medium 50 37.90% 6.2 233 £23.24Heavy 75 39.30% 9.3 365 £22.32


Medium 50 37.70% 4.8 182 £10.49Heavy 75 39.30% 7.4 285 £10.08


Medium 50 33.40% 4.1 137 £38.07Heavy 75 34.60% 6.2 214 £36.57


Medium 50 37.90% 6.7 254 £26.62Heavy 75 37.90% 10.5 397 £25.56

For JNOR Citylights are split 96% Roadside and 4% Retail.

For JNOR Purchase Points are split 95% Roadside and 5% Retail.

For JNOR TSides are 100% Transport.

Owner: Clear Channel Rate: Cycle 1-17 £285 Cycle 18-26 £305

Owner: CBS OutdoorRate: £250



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transport

11

Recommended Transport Weights - Province wideSuperside Streetliner Solus Rear

225

150

75

0light medium heavy

80100 120

Superside

225

150

75

0light medium heavy

120 150200

Streetliners

225

150

75

0light medium heavy

120 150200

Rears

Supersides - Province WideAll Adults


Medium 100 29.80% 6 180 £5.74Heavy 120 30.80% 7.3 224 £5.53


Medium 100 32.80% 7.6 249 £22.55Heavy 120 34.00% 9.1 310 £21.72


Medium 100 32.60% 6 195 £10.18Heavy 120 33.80% 9.1 243 £9.81


Medium 100 28.90% 6 146 £36.94Heavy 120 29.90% 7.2 182 £35.59


Medium 100 32.70% 8.3 272 £25.83Heavy 120 33.90% 10 338 £24.88



Streetliners - Province WideAll Adults


Medium 150 34.10% 3 103 £8.31Heavy 200 35.50% 4.2 148 £7.67


Medium 150 37.60% 3.8 142 £32.64Heavy 200 39.10% 5.3 206 £30.13


Medium 150 37.40% 3 111 £14.74Heavy 200 38.80% 4.1 161 £13.61


Medium 150 33.10% 2.5 84 £53.49Heavy 200 34.40% 3.5 121 £49.37


Medium 150 37.50% 4.1 155 £37.39Heavy 200 37.90% 5.9 224 £34.51

Rears - Province WideAll Adults


Medium 150 34.20% 5.2 179 £4.47Heavy 200 35.10% 7 246 £4.34


Medium 150 37.70% 6.6 248 £17.56Heavy 200 38.70% 8.8 341 £17.04


Medium 150 37.50% 5.2 194 £7.93Heavy 200 38.50% 6.9 266 £7.70


Medium 150 33.20% 4.4 146 £28.78Heavy 200 34.10% 5.9 200 £27.92


Medium 150 37.70% 7.2 271 £20.12Heavy 200 37.90% 9.8 372 £19.52


For JNOR all Bus formats are split 100% Transport.





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12

glossary of terms

Describes the posters orientation (direction or layout) in regard to the viewing road. In this instance it is Diagonal to road, not perpendicular or parallel, but still facing only one traffic flow on a bi-directional road.

The term “Cost Per Thousand” (CPT) (CPT(P))is a measure of how much it has cost to reach or cover one thousand members of the population. It is calculated as the total cost of the campaign divided by the population covered. For example, if a campaign cost €250,000 and the campaign reached 2.25 Million (i.e 2,250 thousand) people. Then the cost per thousand covered would be calculated as:250/2,250 = 111.1

The coverage or reach of a campaign is the number of individuals in a population who have seen the advertising at least once, sometimes it is expressed as a percentage of the population, sometimes as a direct number. For instance, a campaign could have covered or been seen by 47% of a countries Adult population or alternatively it may be reported that the campaign reached 250,000 15-24 year old adults.

The coverage of a network is not only dependent on the size and quality of the posters within the campaign, but also on how well the posters are spread through a modelled region. The CAFAS system calculates a measure of distribution and adjusts the final VAC coverage to correlate with this.

In the roadside environment, this is the total number of passages past an individual site regardless of its visibility, it is a measure of “busyness”. It is calculated as the total vehicular traffic past the site multiplied by an occupancy factor of 1.6, plus the total pedestrian traffic past the site. In the non- roadside environments, it is the total number of entry and exits at a particular location, not necessarily past the poster, as this further factor is dealt with in the OTS measure.

When a large population has been covered by a medium like posters, some people will have seen the campaign only once, but some will have seen it many times, and frequent travellers even more times. If we calculate the average number of times that the average individual saw the campaign, then we call this the average frequency of the coverage.

GRP or Gross Rating Point is a measure of the total number of “contacts” that a campaign has achieved, basically the percentage of the population multiplied by the average number of times this population have seen the campaign. In each medium it is calculated the same way, but has slightly different meanings.

When the poster panel orientation is perpendicular to the viewing and facing one traffic flow.

The Flow/OTS and VAC within the research system are sensitive to time of year, daylight hours and hence illumination of the panels. A panel is only counted as having illumination if and only if there is a directly built-on illumination device. This can be a back-light or a top or bottom spot light. Ambient street or location lights are not recognised as sufficient.

In the roadside environment, this is the flow at each location adjusted for poster orientation or direction. For instance a “head-on” or perpendicular to the road poster will only be seen when approaching from one direction and this would mean its OTS would be a half of the total road traffic flow. A parallel poster can be seen when approaching from both directions and would be allocated the total flow for the road. In the non-roadside environments, it is the total flow for the location (a particular Mall or station) adjusted for the number of entrances and exits. For example, it may be the total flow divided by the number of entrances or platforms at the location. The panels location within the environment is also taken into consideration, i.e. in the car park, the entrance or a central area like a ticket hall.

Describes the posters orientation (direction or layout) in regard to the viewing road. In this instance as it is a parallel situation along the road it is seen by both traffic flows on a bi-directional road.

This is the VAC cover translated to the number of the selected social group in that region, that will have at least one contact with the campaign. (VAC cover% X Total region social group population = POP cover) For example if there are 1,000,000 males in a region, and you have a VAC cover of 56% then you will have covered 560,000 males.

The coverage or reach of a campaign is the number of individuals in a population who have seen the advertising at least once, sometimes it is expressed as a percentage of the population, sometimes as a direct number. For instance, a campaign could have covered or been seen by 47% of a countries Adult population or alternatively it may be reported that the campaign reached 250,000 15-24 year old adults.

Passages past a panel are affected by seasonality. This affects traffic patterns and daylight. Actual sunrise and sunset times are used to ascertain daylight.

In advertising terms, the share of voice is the proportion of the available media or time that will be bought for the particular campaign. For example, if two beer manufacturers were launching a new beer at the same time, then they would want to have at least an equal “share of voice” so that their own advertising message was not overwhelmed by the other manufacturers advertising. In posters, if we select a certain size, for example Adshel bus-stop posters, then the share of voice is the proportion of available posters in a region. If there were 1,000 posters in a region, then 200 posters would be a 20% share of voice.

The total visibility adjusted contacts for a group of panels is: the average VAC per week X the total number of panels. The average VAC per week does not change if the campaign is run for more than 1 week. However the total VAC then becomes: the average VAC per week X the total number of panels X number of weeks. The VAC at any particular location is adjusted by month, depending on daylight hours and the posters illumination status. The displayed VAC is for all adults and will not change when a different social group is selected.

The visibility adjusted contact for any poster is the OTS reduced using the probability based visibility model. For roadside posters this model is dependent on the posters physical characteristics, the size, the location relative to the road, the viewing distance and the local speed. For non-roadside, the model is dependent on the immediate environment around the poster, its size and location.

Is the estimated percentage proportion of the selected audience by region that will have at least one eyes-on panel contact with the campaign of N panels over the time period selected. The displayed VAC coverage will change when a new social group is selected. Displayed in column (VAC cover%).

Is the average number of visibility adjusted contacts (VAC) that the covered population (selected social group) will have with the campaign over the selected number of days. It is a mathematical calculation being the total Visibility adjusted contacts divided by the number of people covered. For example if the campaign covers 1,000,000 adults and there are 13,500,000 Visibility adjusted contacts, then the average number of contacts per person is 13.5 Displayed in column (VA Av Freq).

Is the total number of “eyes-on-poster” contacts generated by the campaign over the selected number of days for the selected social group? It is a mathematical calculation being the total VAC per week of each poster X the number of weeks X the proportion of contacts made by the social group.

In the planner it is the Av VAC P/W X the number of posters X the number of weeks.

Displayed in column (VA Contacts)

JNOR Locations

Dublin Plus: Takes into account Dublin’s commuter belt area stretching north to Drogheda, west to Monasterevin and south to Arklow. See map for boundaries

Cork: County border

Limerick: County border

Galway: County border

Waterford: County border

Rest of ROI: Area outside Dublin Plus and County borders

Dublin Met: Dublin metropolitan region, same as JNLR and JNRR

Angled

Cost per thousand CPT(p) and CPT (c)

Coverage

Distribution

Flow

Frequency

GRP

Head-on

Illumination

OTS

Parallel

Population covered

Reach

Seasonality

Share of voice

Total Visibility Adjusted Contacts

VAC

VAC coverage

Visibility adjusted average frequency

Visibility adjusted contacts

Dublin Plus Boundaries

kinetic 31 Ballsbridge Terrace 3rd Floor, The PotthouseDublin 4 1 Hill Street, Belfast BT1 2LBt +353 (0)1 668 1822 t + 44 (0)2890 725 777 www.kineticww.com

JNOR Ready Reckoner 2013

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Transcript of JNOR Ready Reckoner 2013