This example provides context of the underlying audience for a driver side full side versus a passenger side full side.
Aerial Imagery
The bus traveling this route is part of the San Diego MTS. The bus is driving on bus route, “3”, heading eastbound towards the Euclid Transit Center.
Circulation Summary by Placement Type
Placement Type | Pedestrian Circulation | Reverse Vehicular Circulation | Forward Vehicular Circulation |
Vehicle Driver Side Exterior | 1/2 | All | Majority |
Vehicle Passenger Side Exterior | 1/2 | 0 | Minority |
Pedestrian Circulation: The pedestrian circulation for either side of the bus is half of the total pedestrian circulation.
For the driver side, the pedestrians with the opportunity to see the ad are pedestrians on the north side of Market St. traveling in both directions.
With the passenger side, the pedestrians that have opportunities to see the ad are located on the south side of Market St., traveling in both directions.
Reverse Vehicular Circulation: The driver side ad can be seen by all of the traffic driving in the opposite direction. The passenger side ad cannot be seen by any vehicles moving in the opposite direction.
Forward Vehicular Circulation: The driver side ad can be seen by the majority of traffic moving in the same direction of the bus because it is being passed. The bus is moving on average slower than traffic speed because it is consistently making stops.
Traffic is passing more often on the driver side than on the passenger side. In some cases the bus does pass traffic or is passed by traffic on the passenger side.
Circulation Data by Placement Type
Placement Type | PED CIRCULATIONS NEW 2021 R 1 V 3 | R VEH CIRCULATIONS NEW 2021 R 1 V 3 | F VEH CIRCULATIONS NEW 2021 R 1 V 3 |
Vehicle Driver Side Exterior | 12,815 | 77,826 | 17,979 |
Vehicle Passenger Side Exterior | 12,815 | 0 | 1,559 |
The difference between the driver side and passenger side forward circulation is based on the speed of the bus versus the speed of traffic. The bus moves slower than the average speed of traffic.
The bus is being passed by the majority of the traffic and tallies up circulation of 17,979. The bus also passes a small amount of traffic for a circulation of 1,559.
Legacy vs. Current Impressions by Placement Type
PLACE NAME | FRAME MEDIA NAME | PLACEMENT TYPE NAME | 5+ Impressions 2021R1 (Geopath) | 5+ Avg Wkly Impressions (TAB) |
San Diego Metropolitan Transit System Imperial Avenue Garage | Full Side | Vehicle Driver Side Exterior | 90,491 | 71,494 |
San Diego Metropolitan Transit System Imperial Avenue Garage | Full Side | Vehicle Passenger Side Exterior | 14,077 | 71,494 |
The previous methodology also accounted for the circulation in the same way, but weight averaged the impressions in the reporting.
The legacy reporting methodology applied to the current impressions would have taken the average of 90,491 and 14,077 for an average of 52,284.
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