Market Summary

Below is a summary of all national advertising faces by MOVE inventory categories.

Includes regional faces not currently measured

Average visibility contained within LTS scores

The following table outlines, by format, the average retention of contacts for advertising faces. In other words, how much of the total Opportunity To See (OTS) contacts were kept on average for each face in the Likelihood To See (LTS) reported result. Variations within each format will occur, as each face is measured individually by the different audience locations and mode of travel.

It is important to understand that these percentages are purely a mathematical result of LTS divided by OTS and expressed as a percentage. They do not give an indication as to the impact nor quality of the location, and are certainly not a trading ‘currency' within MOVE for comparing different locations within a format or across formats.

MOVE measures each segment of the audience separately (e.g. different modes, different locations, different times of day, etc) and reports a final result for each face. As a result of this, it is possible for two faces to have very similar visibility to the same group of people, but due to the addition of another audience group the second face's final VI is different.

By way of example look at the diagram below and measure* the roadside audience of a couple of large billboards. On the left we have Face A and it provides viewing to people travelling west and scores a Visibility Index (VI) to Audience 1 of 95% (if 50,000 people travel down that road (OTS) then we'd retain 47,500 of them in the LTS (95% of 50,000). If we move down the road to measure Face B, it also scores 95% to Audience 1. But because it near the intersection it also scores a new audience there. For the people through the intersection (Audience 2) it scores 50% because of a smaller visual area to them (due to parallel viewing) and a wider eccentricity. If Audience 2 OTS is also 50,000 people then the LTS is 25,000 (50%). The final LTS for Face B is then 72,500 (47,500 Audience 1 + 25,000 Audience 2) which makes an average VI of 72.5% (72,500 LTS / 100,000 OTS). So in the final system the average visibility for Face A is 95% whilst for face B it is 72.5% yet both have the same visibility and LTS to Audience 1.

^{* VI percentages quoted in the example are not the exact scores used within MOVE.}

Bearing this in mind the average Visibility Index of all Faces measured for each of the formats, in 2010 data release are as follows;

• Move System
• MOVE E-Learning