MOVE: Geographic Coverage
MOVE measures the five (5) geographical regions called Primary Coverage Areas (PCA's), These areas match the geographic boundaries of the metropolitan television ratings for Sydney, Melbourne, Brisbane, Adelaide and Perth.
As part of the MOVE reporting process these markets combined are split into approximately 16,500 travel zones. Travel zones boundaries match those of Australian Bureau of Statistics (ABS) census areas.
Each Primary Coverage Area (PCA) is a standalone measurement. This means that the Sydney PCA, for instance, measures the signage geographically located within Sydney against trips made by the residents of Sydney that starts and finishes inside the PCA.
As a result locations will not report 100% of the total audience. Typically 5% of the total trips within a market each day is made by people who do not reside within that market, e.g. intra- and inter-state and overseas visitors for business and tourism. At some locations this is quite pronounced and will be more than 5% of the total trips at that location e.g. Sydney Domestic and International Airports.
MOVE should be used as a tool to interpret campaigns against the residents of the PCA therefore.
PCA's maps can be downloaded below:
Predefined Sub Areas
Sub Areas in MOVE are created with either SA3 zones (council areas) or postcodes. Each option has been utilised in the creation of predefined sub areas. Predefined sub areas are available to all users and are based on the typical broad breakdown of each market from within the PCA (Primary Coverage Area).
Only one type of sub area can be used per market per report. This means you cannot use SA3 sub areas and postcode sub areas in the same report, each market in the report must use the same sub area type.
To view predefined sub areas currently used in MOVE click the links below: