Introduction
In the world of OOH, especially when it comes to niche networks like ours at bowls clubs, transparency in audience and impact figures is crucial. At mbcg Ltd, Grassroot Media’s parent company, we understand the importance of providing clear, comprehensible data to our partners, particularly media agencies and advertisers who rightly demand accuracy and transparency. This blog post is dedicated to demystifying how we’ve arrived at our audience and opportunity-to-see (OTS) / impact figures for our unique Bowls Club Advertising Network.
Understanding Our Audience
Our network taps into a unique demographic – members of bowls clubs, visitng/away players, and other visitors. These individuals are not just participants in the sport; they’re also engaged community members who frequently visit their clubs, making them a valuable audience for targeted advertising.
1. Frequency of Visits: We base our calculations on robust data gathered directly from the clubs. On average, each member visits their club about 2.5 times per week during the playing season, which spans from April to October. This frequency reflects not just participation in the sport but also the social and community activities that bowls clubs are known for. Outside of the outdoor playing season, members, on average, visit the club once a week for indoor bowls, social events and general socialising. This is why our numbers are lower November to March.
2. Visitor Dynamics: In addition to regular members, bowls clubs host visiting players from other clubs, especially during matches and tournaments. To account for this, we apply a factor of 0.5 to the average membership numbers, ensuring that our audience figures encompass not only the home club members but also these visiting players. This is a big underestimate but we would rather er on the side of caution (like with all of our numbers) that overestimate.
3. Dwell time: Again, using data gathered from the member clubs, each visitor spends around two to three hours on-site, so we think our two average views per person per poster per visit is conservative. We know these numbers are conservative as a match can take more than three hour to complete, and that’s without a coupole of cups of tea before hand and maybe a couple of glasses of wine afterwards.
Calculating OTS/Impact Figures
Understanding how often our audience engages with the advertising space is crucial. For our calculations, we consider the visibility of each poster within the club’s environment.
1. Poster Visibility: As mentioned above, on average, each member sees each of the four strategically placed posters at least twice during their visit. This number is based on the layout of the clubs and the typical movement patterns of members during their visit, whether they’re there to play, socialise, or participate in club events.
2. Realistic Estimations: While the potential for views per visit could be higher, we opt for a conservative estimate of two views per poster per visit. This approach ensures that our figures are not only realistic but also maintain a level of integrity that media agencies can trust.
A Summary of Transparent Workings for Trustworthy Figures
In our calculations, we prioritise transparency and realism. Here are the top-line workings based on the data provided by the clubs and our own meticulous analysis:
- Average Membership per Club: Based on direct data from clubs.
- Visits per Week: An average of 2.5 visits per member during the outdoor playing season and one visit per week during the indoor season, reflective of the real-world active engagement in club activities.
- Impact of Visiting Players: A factor of 0.5 to accommodate visiting or away players, acknowledging the inter-club dynamics of the sport.
- Views per Poster per Visit: A conservative yet realistic estimate of two, considering the layout and member movement within the club.
- Dwell time: at least three hours per visit.
You can see what this means to our numbers, which we keep up to date, on our bowls club page here.
By integrating these factors, we arrive at a robust and defendable model for our audience and impact figures. Our commitment to accuracy and transparency ensures that the data we provide isn’t just numbers on a spreadsheet; they’re a true reflection of the potential reach and engagement within our unique Bowls Club Advertising Network.
Conclusion
In a world where data drives decisions, the integrity of audience and OTS/impact figures is paramount. Our approach at mbcg Ltd/Grassroot Media is rooted in a deep understanding of our network’s dynamics and a commitment to transparency. We hope this breakdown sheds light on our methodology and reaffirms the value of our unique advertising spaces.
For any further information, detailed breakdowns, or discussions about how our Bowls Club Network can fit into your advertising strategy, feel free to reach out. We’re here to make the unseen, seen and the unconsidered, considered ✔️