Changes to Data Outputs
The April 2020 release (R34) incorporates a range of fundamental changes to the methodology. These affect both the definitions and calculations made and, in turn, the audience numbers produced. Here we summarise the changes applied to the data outputs – namely the introduction of more granular audiences and the application of a confidence interval system. Note that owing to the change in methodology, direct comparisons between the new Route data and previous versions have no meaning.
Audience analysis capabilities
- More granular data has been created at frame level, using external datasets wherever possible. Now you can analyse a maximum of 2,055 possible audience figures per frame, including audiences by 15 minute intervals, various demographic profiles by weekly and, in some cases, hourly intervals. It is a significant step forward in the resolution of the data. Where previously audiences for posters could be analysed at daypart level, we can now look for each 15 minute time slot. This gives greater scope to create commercial opportunity.
- Introduction of confidence reporting. Alongside Contact Redistribution, a ‘red/amber/green’ warning system has been developed to signal to users when they should regard an analysis as being solid, to be treated with caution or to be avoided altogether. (An example of the latter might be looking at very specific time periods for some individual frames)The traffic light colour will depend on the estimated level of tolerance (the confidence interval on the benchmark reach figure) i.e.- Green light – more than 100+ contacts (tolerance margin is narrower than +/- 11%)
– Amber light – between 30 and 99 contacts (tolerance margin is between +/-11% and +/- 20%)
– Red light – fewer than 30 contacts (tolerance margin is greater than +/- 20%)