Research Postar model Distribution

The models produced to estimate cover are built at national and TV area level, not at individual panel level. The coverage model is built from many randomly distributed campaigns.  The process effectively estimates the cover achieved by a set number of impacts or weight of randomly distributed locations.  Usually, when planning an outdoor advertising campaign,  the sites are not randomly distributed but chosen to fit a specific geography.  We have to allow for different dispersions.  

The important factors of dispersion were identified by looking at campaigns that were skewed, selecting only panels from the north, south east or west of an ISBA area.  The data received were used to create distribution models.  These increase or decrease the coverage estimate depending on how well spread within the ISBA area the campaign might be.  The ISBA area models for coverage and distribution are finally combined with an “out of ISBA area” passage matrix to produce a national coverage estimate.