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Estimating the Audience for Advertising on the Outside of London Buses

D. J. Day and Jennifer E. Dunn
Journal of the Royal Statistical Society. Series C (Applied Statistics)
Vol. 18, No. 3 (1969), pp. 209-220
Published by: Wiley for the Royal Statistical Society
DOI: 10.2307/2346581
Stable URL: http://www.jstor.org/stable/2346581
Page Count: 12
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Estimating the Audience for Advertising on the Outside of London Buses
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Abstract

This paper describes an investigation, the purpose of which was to derive estimates of the total number of people who are in a position to see advertisements on the outside of London Transport buses. Two separate but complementary surveys were carried out: a Greater London interview survey which recorded time spent on roads that are bus routes and a photographic study in which were counted people present on the routes as seen from the bus. By relating the results of the former survey to the frequency with which buses traverse the routes, estimates were derived of the numbers of "opportunities to see" advertisements on the outside of buses. These primary estimates were then refined, using the photographic survey, to produce estimates of "full-face" encounters with buses.

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