Research Postar model Cover and frequency

The absolute number of people passing a poster panel is derived from data on traffic counts.  Counts for vehicles are available from the government and local authorities.  PMRS provide the data for pedestrians.  For roads where there is no measured data, we use neural network technology to provide an estimate of traffic. The neural network is an “intelligent” programme that assigns traffic flows from roads with measured counts to those that have no such count.  

To derive coverage and frequency estimates we need to know the journey patterns for a representative sample of the population.  Which roads do they travel and how often do they do so?  

The travel data can be matched to the known location of a poster site.  From this we derive the number of times an individual might pass that site and the socio-economic profile of that person.  The data outputs from the traffic counts and the travel surveys are modelled to enable a reach and frequency calculation for any combination of panels.