Early SAARF electronic outdoor results

Respondents in Gauteng and KwaZulu-Natal carried GPS-enabled Nielsen Personal Outdoor Devices (Npod) for nine days each during the total fieldwork period, which ran from February to August 2006. The result was a sample of 1034 people, making up a representative universe of 10.3 million adults, aged 16+. The full preliminary results are due out later in May 2007.Z

Geographic information system

These respondents, all from households with mains electricity, had their locations recorded, which were then plotted onto geographic information system (GIS) road and area maps to determine their routes. This was then overlaid to the GIS-coded outdoor site data provided by outdoor media owners, and ‘impact zones’ which allowed the calculation of opportunities to see. If, for instance, the respondent didn;t pass within 60m of a six-sheet bus shelter (1.8m x 1.2m), he or she is not deemed to have had an opportunity to see the site.

Sixteen site clusters were measured, with 3874 sites of various types being measured in Gauteng, and 2141 sites in KwaZulu-Natal.

Other early data includes that there is a strong skew towards the 35 - 49 age group, which sees on average of 26 sites between 4pm and 6pm, compared to 15 sites for those aged 16 - 24, 16 for those aged 25 - 34, and only 10 in the 50+ group. Metro dwellers are exposed to 21 signs during the evening rush hour, while those from small towns and villages see 14.

The data also sheds light on which site types offer the highest impressions. In Gauteng and KwaZulu-Natal, average daily board impressions number 29 000. Gantries topped the list, with 69 000 impressions from only eight boards. Unipoles followed with 63 000 impressions off 227 boards, and super signs with 61 000 impressions off 1500 boards. At the bottom of the list were pole ads, with 4000 impressions, but this was off a mere 14 boards. Bus shelters too may appear to deliver fewer impressions than other site types, with 12 000 impressions, but this is off just 11 sites.

Gross Rating Points

What should be of most interest to users is that the tool allows for the calculation of Gross Rating Points (GRPs), making true campaign planning possible for outdoor. Preliminary data shows, for instance, that in order to achieve 500 GRPs in Gauteng, marketers would need to purchase 31 super signs, 89 48-sheeters, and 113 12-sheeters. This would give a reach of 19%, 28%, and 30% respectively for each type. Over half of these GRPs would come from Johannesburg, 34% from Pretoria, and 13% from the rest of Gauteng.

The new currency also allows for some interesting comparisons between media. The following table is a media comparison for a four-week campaign of 500 gross rating points, reaching adults aged 16+.

This year, SAARF is rolling out the measurement tool to the Eastern and Western Cape. By 2008, the SAARF electronic outdoor tool will be national.