SAARF OUTDOOR MEASUREMENT SURVEY PRIVATE & CONFIDENTIAL Outdoor Database Layout South Africa (GAUTENG & KWAZULU-NATAL) August 2007 FILES FOR COMPUTER BUREAUX Prepared for: - South African Advertising Research Foundation (SAARF) Prepared by: - Nielsen Media Research and Nielsen Outdoor Copyright Reserved Confidential 1 The following document describes the content of the database files supplied to the computer bureaux. The database includes four input files necessary for the Outdoor Reach and Frequency algorithms: 1. Outdoor site locations file (2 – 3PPExtracts_Sites) 2. Respondent file (2 – 3PPExtracts_Respondents) 3. Board Exposures file (2 – Boards Exposure file) 4. Smoothed Board Impressions file (2 – Smoothed Board Impressions File) The data files are provided in a tab separated format, where all files are Window zipped. 1) Outdoor Site Locations File Format: The file contains the following data fields with the associated data types and formats: Data Field Max Data type Data definitions Extra Comments length (where necessary) Media Owner 20 character For SA only 3 owners: Clear Channel, Outdoor Network, Primedia Nielsen Outdoor 6 integer Up to a 6-digit unique identifier for Panel ID each panel Site type 20 character 14 types. (refer to last page for types) Site Size 10 character 30 size types (refer to last pages for sizes) Illumination hours 2 integer 12 (no external illumination) 24 (sun or artificially lit at all times) Direction facing 2 Character N, S, E, W, NE, NW, SE, SW Province 25 character 2 Provinces – Gauteng , Kwazulu- Natal AREA – Detailed 20 character ** See Appendix for more detail Confidential 2 2) Respondent Data File Format: This file contains all in tabulation respondents profile characters: Data Field Max Data Data definitions Extra Comments length type (where necessary) Respondent ID 6 Integer Unique ID Measurement year 4 Integer Current=2006 Age 1 Integer 1 =16-24, 2 =25-34, 3 =35-49, 4 =50+ Community Size 1 Integer 1= Metropolitan Areas (250 000+) (Large Urban) 2= Cities & Large Towns(40 000-249 999) (Large Urban) 3= Small Towns & Villages (500-39 999) (Small Urban) 4= Settlements & Non-Urban (<500) (Rural) Education 1 Integer 1= None 2= Some Primary 3= Primary Complete 4= Some High 5= Matric 6= Technikon Diploma/Degree 7= University Degree 8= Other Post Matric Gender 1 Integer 1=Male, 2=Female Income 1 Integer 1= Up to R599 2= R600 to R999 3= R1 000 to R1 599 4= R1 600 to R2 999 5= R3 000 to R4 999 6= R5 000 to R7 999 7= R8 000 to R13 999 8= R14 000 + Home Language 1 Integer 0 = Afrikaans 1 = English 2 = Zulu 3 = Xhosa 4 = N.Sotho 5 = S.Sotho 6 = Tswana 7 = Tsonga 8 = Venda 9 = Swazi & = Ndebele - = Other Metro Areas : - 20-50 Character Durban The various Areas Pietermaritzburg span across three AREA 1 Kwazulu-Natal City / Large Town (40 000- columns:- see Area 249 999) 1, Area 2, Area 3 Kwazulu-Natal Small Town / Village (500 - 39 999) Kwazulu-Natal Rural (Less than 500 / Rural) Greater Johannesburg Greater Pretoria Reef Metro (Reef 250 000+ -- excl. Jhb, Pta, Vaal Metro) Reef City / Large Town (Reef 40 000-249 999) Vaal Metro (Vaal 250 000+ -- excl. Jhb, Pta, Reef Metro) Gauteng Small Town / Village / Rural (Less than 40 000 & Rural) Confidential 3 Metro Areas 20-50 Character Kwazulu-Natal Rest (KZN excl. Dbn & (cont) : - Pmb) AREA 2 Gauteng Rest (Gauteng excl. Jhb & Pta) ------------------------- -------- ---------------- ------------------------------------------------------ AREA 3 20-50 Character East Rand (Alberton, Benoni, Kempton Park, Boksburg,Germiston, Brakpan, Springs) West Rand (Roodepoort, Krugersdorp, Randfontein) Soweto Population Group 1 Integer 4 =Black, 5 =Col, 6 =Ind, 3 = Whi Province 25 Character 2 Provinces – Gauteng , Kwazulu-Natal SAARF SU-LSM 1 Integer 1 =Group 1, 2 =Group 2, 3 =Group 3, 4 =Group 4, 5 =Group 5, 6 =Group 6, 7 =Group 7, 8 =Group 8, 9 =Group 9, 0 =Group 10 Work Status 1 Integer 1 =Working Full Time 2 =Working Part Time 3 =Not Working Household 1 Integer 1 = household purchaser, 0 = not Purchaser household purchaser Weights: 9 fields – 11 Decimal Weight for each of 9 days (3 decimal one per day each (f11.3) precision); If weight>zero, then the respondent is in-tab for the day; If weight=0, then the respondent is not in-tab for the given day ** Please Note: - In subsequent years, there could be changes to the variables in these fields or additional fields added carrying further SAARF AMPS® data. 3) Board Exposures File Format: This file contains respondents’ passage data for each panel. Data Field Max Data Data definitions Extra Comments length type (where necessary) Respondent ID 6 integer Unique identifier Measurement 4 integer Current=2006 year Media Owner 20 character For SA only 3 owners: Clear Channel, Outdoor Network, Primedia Nielsen 6 integer Up to a 6-digit unique identifier for each panel Outdoor Panel ID Site type 20 character 14 Site Types (refer to last page for types) Day of passage 1 integer 1-9 (Days 1 to 9) . Time of 8 character HH:MM:SS passage Confidential 4 4) Smoothed Board Impressions Data File Format: This file contains the Smoothed passage for each panel Data Field Max Data Data definitions Extra Comments length type (where necessary) Panel ID 6 Integer Up to a 6-digit unique identifier for each panel Smoothed 10,4 Decimal Smoothed board impressions Daily duplicated Passage impressions in 000’s Site Type List Site Size Types 12 Sheet 1.15m x 12.15m 48 Sheet 1.2m x 6.0m 96 Sheet 1.5m x 1.0m Bus Shelter A 1.5m x 3.0m Bus Shelter B 1.8m x 1.2m City Lights 1.8m x 1.3m Gantry 10.0m X 40.0m Other Spectacular 12.0m x 40.0m Pole Ads 12.0m x 9.0m Portrait 15.0m x 40.0m Store Facia 2.0m x 20.0m Super Sign 20.0m X 10.0m Unipole 20.0m x 14.0m Wall Mural 3.0m x 12.0m 3.0m x 21.0m 3.0m x 24.0m 3.0m x 6.0m 3.0m x 8.0m 36.0m X 12.0m 4.5m x 18.0m 5.0m x 20.0m 5.0m X 42.0m 6.0m X 36.0m 6.0m x 4.0m 7.7m x 100.0m 8.0m X 24.0m 8.0m X 32.0m 9.0 x 36.0 9.0m x 6.0m 90.0m x 2.5m Confidential 5 APPENDIX A SAARF OUTDOOR MEASUREMENT SURVEY Kwazulu-Natal & Gauteng Area Coding Layout for Site file Column A:- NMR PANEL ID Column B:- Areas - Detailed Coding on file Descriptions Kwazulu-Natal:- DBN-Cent/Nth/Wst Durban - Central / North / West See appendix-suburbs DBN-Sth Durban - South See appendix-suburbs DBN-Tship Durban - Traditional Townships PMB-Cent Pietermaritzburg - Central PMB-Tship Pietermaritzburg - Traditional Townships KZN C/LT Kwazulu-Natal Cities & Large Towns KZN ST/V Kwazulu-Natal - Small Towns & Villages Kwazulu-Natal - Settlements + Non-Urban ( KZN RURAL Rural) Gauteng:- PTA-Cent Pretoria - Central See appendix-suburbs PTA-East Pretoria - East See appendix-suburbs PTA-Nth Pretoria - North See appendix-suburbs PTA-Sth Pretoria - South See appendix-suburbs PTA-Tship Pretoria - Traditional Townships JHB-Cent Johannesburg - Central See appendix-suburbs JHB-Nth Johannesburg - North See appendix-suburbs JHB-Randb Johannesburg - Randburg See appendix-suburbs JHB-Sandt Johannesburg - Sandton See appendix-suburbs JHB-Sth Johannesburg - South See appendix-suburbs JHB-Tship Johannesburg - Traditional Townships (Alberton,Benoni,Kempton Park, East Rand East Rand Boksburg,Germiston,Brakpan,Springs) West Rand West Rand (Roodepoort,Krugersdorp,Randfontein) Vaal Vaal (Vanderbijlpark,Vereeniging) Gauteng-Cities & Large Towns (excl. E.R. / Rest GT C/LT Gauteng - Cities & Large Towns W.R. / Vaal Cities/Large Towns) Gauteng - Small Towns / Villages / GT ST/V/RUR Settlements + Non-Urban (Rural) Column C:- Development Bank Regions (see appendix-dbsa) Coding on file Descriptions Magisterial Districts 701,702,703,720,721, Part of GT1 Greater Pretoria 617/618/619/830 GT2 Greater Johannesburg 704,705,718,724 GT3 West Rand 715,719, Part of 717 706,707,708,709,710,711,712,713,714, Part GT4 Greater East Rand of 812 GT5 Vaal 722,723 KZN1 Port Natal-Ebhodwe 501,502,503,504,505,540,541,542,543 530,531,532,533,534,535,536,537,538,539, KZN2 Zululand 545,548,549,550,551 KZN3 Thukela 521,522,523,524,525,526,527,528,529,546 506,507,509,513,514,515,516,517,518,519, KZN4 Natal Midlands 520,544,547 KZN5/ East Griqualand/ 277, Part of 512 KZN6 Southern Natal 508,510,511 APPENDIX B Durban Central/North/West Acorn DBN-Cent/Nth/Wst Afrika DBN-Cent/Nth/Wst Albany DBN-Cent/Nth/Wst Albert Park DBN-Cent/Nth/Wst Albinia DBN-Cent/Nth/Wst Alexandra DBN-Cent/Nth/Wst Ashley DBN-Cent/Nth/Wst Athlone DBN-Cent/Nth/Wst Atholl Heights DBN-Cent/Nth/Wst Avoca DBN-Cent/Nth/Wst Avoca Hills DBN-Cent/Nth/Wst Banana City DBN-Cent/Nth/Wst Beachwood DBN-Cent/Nth/Wst Belvedere DBN-Cent/Nth/Wst Belvedere Ext 1 DBN-Cent/Nth/Wst Berea North DBN-Cent/Nth/Wst Berea West DBN-Cent/Nth/Wst Berkshire Downs DBN-Cent/Nth/Wst Berrell DBN-Cent/Nth/Wst Beverley Hills DBN-Cent/Nth/Wst Birchwood DBN-Cent/Nth/Wst Bonela DBN-Cent/Nth/Wst Briardene DBN-Cent/Nth/Wst Broadway DBN-Cent/Nth/Wst Brookdale DBN-Cent/Nth/Wst Caneside DBN-Cent/Nth/Wst Carrington Height DBN-Cent/Nth/Wst Castle Hill DBN-Cent/Nth/Wst Cato Crest DBN-Cent/Nth/Wst Cato Manor DBN-Cent/Nth/Wst Cave Rock DBN-Cent/Nth/Wst Caversham Glen DBN-Cent/Nth/Wst Centenary Park DBN-Cent/Nth/Wst Chelmsfordville DBN-Cent/Nth/Wst Chiltern Hill DBN-Cent/Nth/Wst Claire Estate DBN-Cent/Nth/Wst Claire Hills DBN-Cent/Nth/Wst Clare Hills DBN-Cent/Nth/Wst Clayfield DBN-Cent/Nth/Wst Coffee Farm DBN-Cent/Nth/Wst Congella DBN-Cent/Nth/Wst Corovoca DBN-Cent/Nth/Wst Cowies Hill DBN-Cent/Nth/Wst Crestholme DBN-Cent/Nth/Wst Cuba DBN-Cent/Nth/Wst Dassenhoek DBN-Cent/Nth/Wst Dawncliffe DBN-Cent/Nth/Wst Dawncrest DBN-Cent/Nth/Wst Demat DBN-Cent/Nth/Wst Desainager DBN-Cent/Nth/Wst Duff's Road