Research Postar model

The measured inputs of traffic counts, visibility adjustment, travel surveys and panel audits are combined in a statistical model. From this model estimates are made for the audience seeing specific advertising campaigns.

The main purpose and use of the model is to produce cover and frequency estimates for advertising campaigns.

To do this the model must take account of the geographic distribution of sites and of the target audience's travel between ISBA areas. Furthermore, the model has to calculate the effect of seasonal and daylight variation.

One final output of the modelling work is an estimation of the visibility adjusted contact (VAC) or audience rating of individual advertising panels.