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PAMRO 2008 Lagos. SAARF OUTDOOR. First Results from GPS Measurement Survey. South Africa. This Presentation Covers ●●●. Industry Requirements Outdoor Methodology Universe of Sites Processing of Data Results Next Steps in Progress. Industry Requirements.

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PAMRO 2008



First Results from GPS Measurement Survey

South Africa

This Presentation Covers ●●●

  • Industry Requirements

  • Outdoor Methodology

  • Universe of Sites

  • Processing of Data

  • Results

  • Next Steps in Progress

Industry Requirements

  • SAARF Outdoor Tender awarded to Nielsen 2006 - 2008

  • Specifications included:

    • Electronic Measurement using a GPS device

    • Providing an Outdoor measurement that is

      • accurate

      • reliable

      • comparable with other media

    • Synergies with SAARF Readership and Radio Survey

OUTDOOR Methodology

Outdoor GPS Device

  • The Nielsen Personal Outdoor Device (Npod) was used

  • The Npod was developed in conjunction with RDP Associates, with thorough testing

  • To accurately Track respondent travel patterns

  • Npod strengths include:

    • More advanced chip set than commercial units for greater sensitivity

    • Size of a standard cellphone for ease of carrying

    • Sufficient memory to allow collection every few seconds over 9 days

    • Accurate measurement of location, time, speed and direction of travel

The Interview

  • The national readership and radio surveys provided the placement interview for Outdoor

  • At the end of the placement interview, respondents were asked to carry an Npod for 9 days

  • The Npod was then collected with the Radio Diary and self-completion questionnaires

  • Participants were asked to fill in a short daily travel log to be collected at the same time

  • Travel log data used as a post – processing comparative tool

Successful Field Placement

  • Was facilitated by:

  • Detailed Personal briefing of respondent by interviewer

  • Various Respondent Aids including :

  • Welcome Letter

  • Quick Instruction pamphlet

  • Frequently Asked Question document with interviewer's telephone number

  • Colour, laminated Magnetic Reminder card to be placed anywhere in the home

  • Respondents were also given a gift for participation (thermal travel mug)

  • On successful collection, the respondent was entered into a cash draw

  • Success rate was continuously monitored, with subsequent debriefing and rebriefing of interviewers

  • The Elepod

    • When travelling in a vehicle, the Npod needed to be placed on the dashboard or at the back window to ensure satellite reception

    • South Africa has a high incidence of theft from vehicles

    • In order to reassure respondents, Nielsen developed the Elepod to hide the Npod “in plain sight”

    • Very successful – no reported incidents of Npod loss through “smash and grab”

    • And the respondent got to keep his Elepod!


    • A sub-sample of SAARF AMPS (All Media and Products Survey) respondents were selected

    • Area – stratified probability sampling was used

    • Outdoor sub-sample was drawn by selecting every “nth” AMPS point (one male, one female) after a random start

    • The latest AMPS survey was analysed to obtain incidence of mains electricity by sub area, and the Outdoor contact sample was boosted appropriately

    • A cost-effective decision was made to cover selected provinces each year and build to a national picture over 3 years

    Sampling (Cont.)


    Sample Design


    1 358





    2 230



    Eastern Cape

    Western Cape


    1 266

    4 320




    Free State

    Northern Cape




    The Universe

    • Adults (16 years or older), living in private households, with mains electricity, were selected from the host AMPS sample

    • For the 2006 survey, in Gauteng and KwaZulu-Natal, the Outdoor universe equated to 83% of the AMPS universe across these two provinces

    • Response rates were exceptionally high: 87% of Npods were recovered + useable from Gauteng + KwaZulu-Natal (2006)

    The In-Tab Sample

    • On collection of Npods, the data was downloaded and sent to the U.S. for post-processing

    • “In-Tab” respondents were identified (i.e. respondents with at least 2 good days of usable Npod data, who were compliant with the survey rules of carrying the Npod, whenever travelling outside the home)

    • The final In-Tab sample size in 2006 was 82,5% of the realised sample

    • 87.8% of In-Tab respondents travelled across 9 days

    • 12.2% of In-Tab respondents had no travel across 9 days

    •  Compares to AMPS (15%)

    • 77.5% of In-Tab respondents passed at least one Outdoor Site during the 9 days

    •  Compares to AMPS (81.7%)

    • The average weighted In-Tab days per respondent was 7.4 (out of 9 Days)

    Universe of Sites

    Selection of Sites

    • The survey covered all static Out of Home media that are located “out of doors” and that belong to participating media owners

    • These media owners supplied all their site information in an electronic database

    • Training on geo-coding of sites was offered to media owners by Nielsen

    • Site databases were checked by Nielsen for completion and range validity

    • In addition, a 10% site check was undertaken by Nielsen across media owner, area and site type

    • Total number of sites in 2006 survey = 5 955

    • 3 824 in Gauteng

    • 2 131 in KwaZulu-Natal

    Processing of Data

    Travel vs Passage Data

    • Travel Data

    • GPS data from In-Tab respondents was converted to travel data via a sophisticated proprietary software system, which addressed “urban canyons” as well as small roads running parallel to large thoroughfares

    • Passage Data

    • Respondent travel data from Npod was converted into passage data by integrating travel data with the database of Out of Home Sites




    Visibility Zone

    Opportunity to See

    • “Opportunity to See” (OTS) a site is defined as “Respondent is in the geographic area of the Site location, has a potential line of site, and is travelling in a direction favourable to the site”

    • Creation of the concept of a Visibility Zone

    • A respondent was credited with opportunity to see the site if he/she:

      • travelled through the visibility zone

      • in a direction favourable to the site face

      • on or near the primary road associated with the site


    Post Processing Verification

    • Following the initial processing of Site data and production of Passage data, potential anomalies were investigated:

      • Sites with zero passage

      • Sites with invalid primary road designation

      • Street segments with high range of passage

      • Nearby sites with varying passage

    • Where problems were revealed, these were corrected either by Media owners or by Nielsen

    • The updated master site database was then reprocessed and final anomalies checked and corrected

    Data Smoothing

    • Due to sample limitations and certain areas with no sample, 21% of boards had zero exposure, and some had extreme levels

    • This restricted analysis capabilities (e.g. geographical subdivisions) and increased campaign variability

    • Sites with zero passage also needed to be imputed

    • Data were smoothed so that:

      • Average exposures by area by site type were unchanged

      • Extremes were reduced and zeroes eliminated

      • Results were more logical and usable, but unchanged overall

    • The Smoothing reduced campaign variability by 50%

    Release Datafile

    • In South Africa, Third Party Processors provide the Industry with Media Scheduling Analysis Software

    • A number of these have purchased the Outdoor Release Datafiles from SAARF

    • This Release Datafile included the modelled passage for sites with no sample data

    • Initial feedback from media owners has been very positive

    Npod vs AMPS

    • Demographic profiles of exposure were comparable with AMPS

      • Urban dwellers

      • 35 - 49 year olds

      • Working, Educated, Higher income respondents

    • Please note that all the data in the slides that follow are smoothed

    Top line results compare well with amps
    Top-Line Results Compare well with AMPS

    “Billboard” Weekly Reach %

    • AMPS : Recalled data

    • Npod : Measured actual weekly exposure

    Weekly reach
    Weekly Reach

    Average daily exposures
    Average Daily Exposures

    • Overall average daily exposures = 9.8 per day

      • Urban = 10.6 per day /

        Greater Johannesburg = 20 exposures per day

      • Rural = 5.8 per day

    • Differences by demographic are similar to reach, but usually a bit more extreme

    Next Steps

    in Progress

    Outdoor year 3 2008
    Outdoor – Year 3 - 2008

    • The last stage of the survey is currently in field

    • In the provinces of:Free State Northern Cape and Mpumalanga

    • When this is complete, we will be able to build to a national picture for South Africa!