Recommended Standard Business Practices for TAB's EYES ON Measurement
The new TAB EYES ON measurement system presents an opportunity to simplify outdoor advertising buying and selling processes by establishing a new media currency superior to current systems. Implementing standard business practices for EYES ON measurement will make outdoor advertising more competitive with other media.
Buyers and seller are encouraged to adopt these standard business practices for EYES ON measurement to make the new outdoor media currency effective and valued.
Standard Rate Card
Common metrics should be used to describe the outdoor medium and to minimize confusion. Next year, it is recommended that historical showing levels should be included as part of standard rate card information to bridge the transition from DECs to EYES ON Impressions or EOIs. While standard rate card formats are at the discretion of individual outdoor companies, the recommended data fields include:
- Market definitions These can be custom, CBSA, or DMA. CBSA is the preferred choice in major markets. If custom markets are used the specific counties should be included in the definition. Historic showing levels were designated to deliver custom markets not CBSA so figures will generally be lower against CBSA definitions. TAB populations must be used.
- Showing levels Historic showings based on DEC figures.
- Total panels Based on historic DEC showings with new EYES ON audience delivery information calibrated to the panel counts.
- Cost Reflect 2010 rates.
- 4 week impressions Relate to total EYES ON audience delivery.
- 4 week GRPs Relate to in-market EYES ON audience delivery.
Supplemental data fields could also include:
- 1 week impressions Relate to total EYES ON audience delivery.
- 1 week GRPs Relate to in-market EYES ON audience delivery.
- CPM Cost per thousand impressions based on total EYES ON audience delivery.
- CPP Cost per point based on in-market EYES ON audience delivery.
- Customized demographics Based on specific market coverage and distribution, presented in the same table as other standard rate card data or in separate demographics tables.
Following are two examples of possible rate card layouts. Operators are encouraged to present the figures in manner consistent with historical company rate cards.
Mapping Standards
Quintile categories trend from the highest concentration being 1 and the lowest concentration being 5. The quintile color spectrum can be applied to geographic analysis or outdoor locations based on EYES ON data. Outdoor locations are represented using 26 point colored full circle symbols. The use of quintile analysis and proximity buffers (or radii) is left to the discretion of each company.
Completion Reports and Proof of Performance
Standard completion reports and proof of performance verification should include contract GRPs and campaign GRPs.
Proposals and Contracts
Standard outdoor proposals and contracts are based on net billing and should reflect total 4-week GRPs and total campaign GRPs. The inclusion of 1-week GRPs is at the discretion of individual companies. The inclusion of DECs or total circulation figures is not recommended.
Photosheets
Standard photosheets should provide 4-week impressions and 4-week GRPs. The inclusion of 1-week impressions and 1-week GRP’s is at the discretion of individual companies. The inclusion of DECs or total circulation figures is not recommended.
Charting and Invoicing Documents
Standard business documents should reflect total 4-week GRPs and total campaign GRPs. The inclusion of 1-week GRPs is at the discretion of individual companies. The inclusion of DECs or total circulation figures is not recommended.