Fleet Impression Change example - Full Wraps
- Brian Ryu
- Kevin Romero
Parent Account Name  | PLACE NAME | FRAME MEDIA NAME | 5+_Impressions_2021R1_ (Geopath) |  5+ Avg Wkly Impressions (TAB) |
Clear Channel | San Diego Metropolitan Transit System ElCajonYard Garage | Full Wrap | Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 70,949 | Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 125,243 |
Clear Channel | San Diego Metropolitan Transit System ElCajonYard Garage | Full Side (DS) | Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 61,126 | Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 40,083 |
Clear Channel | San Diego Metropolitan Transit System ElCajonYard Garage | Full Back | Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 14,818 | Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 28,224 |
Clear Channel | San Diego Metropolitan Transit System ElCajonYard Garage | Full Side (PS) | Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 7,715 | Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 40,083 |
Clear Channel | San Diego Metropolitan Transit System ElCajonYard Garage | FS+FS+FB | Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 83,659 | Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â Â 108,390 |
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Both data sets show Age 5+ average weekly impressions.
The impressions for Full Wrap have been updated from 125,243 to 70,949 from the TAB methodology to the current Geopath methodology, respectively.
The previous methodology reported driver side and passenger side as weight-averaged inventory. When adding up the passenger side full side, driver side full side, and the full back, the total impressions equaled 108,390. A full wrap at 125,343 was rated to deliver more impressions than the sum of its parts. This was due to circulation being duplicated for the placements of the vehicle.
The current Geopath methodology recognizes the total available circulation. The 2021R1 data shows a total of 83,659 impressions. Vehicular audience passing the the bus would see a single larger ad, as would the pedestrian audience.
Geopath Circulation Summary
Circulation | Full Wrap | DS Full Side | PS Full Side | Full Back |
Pedestrian | Â Â Â Â Â Â Â Â Â Â 13,067 | Â Â Â Â Â Â Â Â Â Â Â 6,534 | Â Â Â Â Â Â Â Â Â Â 6,534 | Â Â Â Â Â 6,534 |
Forward Vehicular | Â Â Â Â Â Â Â Â Â Â Â Â Â 8,434 | Â Â Â Â Â Â Â Â Â Â Â 7,090 | Â Â Â Â Â Â Â Â Â Â 1,343 | Â Â Â Â Â 8,434 |
Reverse Vehicular | Â Â Â Â Â Â Â Â Â Â 59,798 | Â Â Â Â Â Â Â Â 59,798 | Â | Â |
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The Full Wrap vs. a Full Side
Audience | Full Wrap | Full Side |
Pedestrian | Total circulation | Half of circulation |
Forward Vehicular | Perpendicular read dwell | Parallel read dwell |
Reverse Vehicular | = | = |
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Pedestrian and forward and reverse vehicular circulation are measured. Visibility adjustments are applied. In the case of the TAB full wrap, the full wrap was duplicating circulation. The Geopath full wrap accounts for additional impressions from pedestrians and additional dwell time due to perpendicular read.
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