Audience figures reported are up across all markets by 13.6 per cent. The increase is a result of changing market conditions and system refinements, which includes a 3 per cent increase from a combination of a 1.5 per cent population growth as well as an increase of 1.5 per cent in travel.
Methodology improvements have also helped MOVE to report 10 per cent more audience contacts with its inventory. Audiences are up in all five markets: 5 per cent in Sydney, 8 per cent in Brisbane, 15 per cent in Melbourne and 20 per cent in both Adelaide and Perth.
Charmaine Moldrich, CEO of the Outdoor Media Association (OMA) says, “All updates and changes to data for 2011 are the result of changing market conditions, as well as growing intelligence on the MOVE system.”
“We are committed to continuous improvements to the system and since our launch last year, we have continued to interrogate and fine-tune the methodology that underpins MOVE. We are very pleased with the 2011 results.”
In addition to the release of new data for 2011, the software functionality of MOVE has also been improved. According to the OMA, this will allow for better communication with users online, as well as smarter printing and data processing options.
These improvements address users’ feedback as a result of MOVE’s ongoing dialogue with media buyers and planners. This is the first full update to the system since the launch of MOVE in February.
Also commenting, John Grono, Media Federation of Australia project representative says, “MOVE was deliberately designed to launch with conservative audience data due to our requirement to only use verified empirical data, some of which was not available at the time of the launch in February 2010.
“New data and methodologies now allow us to confidently report improved audience data; audience which was always there but we weren’t able to report on until now.”
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