Primesight & the Outdoor industry delivers unrivalled accountability through POSTAR (Poster Audience Research)...

Postar provides arguably the closest relationship between 'Opportunity to see' and ‘actually seen’ of any medium.

This means you get not only data on how many people have had the opportunity to see a specific poster campaign, but more importantly, a realistic estimate of the actual number of people who have actually taken that opportunity.

How is this done..?

Pedestrian & Traffic Counts across the UK
POSTAR provides Realistic and Reliable Coverage and Frequency Estimates through traffic counts for 10,000 panels and with the help of NOP has performed 9,000 12 minute pedestrian counts, over 18 months at poster sites across the country. The data from these counts has produced traffic and pedestrian estimates giving us gross audience per panel.

Accurate 'Eyes on Panel' figures
Postar measures Visibility Adjusted Impacts per panel (VAI's). This not only counts those who pass a panel but also determines who actually looks at a panel. A visibility study was carried out to evaluate how people actually look at a particular panel in different situations. By applying this information to the gross audience the VAI for each panel type (6-sheet, 48-sheet and 96-sheet) was calculated. The adjustment depends on the quality of each panel, the better the panel, the closer the VAI is to the gross audience.

Poster site impacts... Who, when & why?
POSTAR carried out a travel survey of 7,500 people which tracked 80,000 of their journeys. These journeys were then matched to the location of actual poster panels to provide socio-demographic information on people passing poster sites. From this data we can work out the number of panels required to achieve coverage and frequency objectives for national, ITV area and conurbation campaigns.

Research into the effects of Illumination & seasonal daylight on cover
The cover of a panel will be affected by the number of hours of daylight, so a visibility model that could produce a seasonally sensitive impact estimate was constructed. This produced figures that differed for each month as daylight hours altered. The model also takes into account the whereabouts of the panel as the UK has a differing spread of daylight. If a panel is illuminated a better cover estimate will be applied as the panel will then be highlighted 24-hours a day.

The answers POSTAR provides are across variables covering the national, ITV area and conurbation campaigns, nine key demographic groups and three sizes of panel, 6-sheet, 48-sheet and 96-sheet.

For more information please go to the Postar website: www.postar.co.uk