2016-12-12 -

How do 9,6 million Belgians travel around during 1 week?

Big Data have invaded CIM

CIM and Be-Mobile map out 180 million trips.

Stef Peeters already announced it at the latest CIM GRP (22/11/2016). The methods used by the CIM will change and be extended in the short term. Next to classic surveys, diaries and a few passive measures, more and more big data coming from third parties will be used. More than ever, the future of audience research will be hybrid.

During the same CIM GRP session the chairman of the CIM Technical Committee Out-of-Home, Jos Van Campenhout, made clear that the Out-of-Home study is the front runner in this area. Today, the first part of the new project is finalized: the modeling of 1 week of trips for all the inhabitants 12+ of Belgium.

Imagine combining 12.101 travel diaries from the CIM with 15.821 diaries from the national BELDAM study and 17.245 diaries from the Onderzoek Verplaatsingsgedrag Vlaanderen. What if you combine all those data sources with vehicle GPS tracking data and traffic counts? During the last year, Be-Mobile and the CIM have developed a new method which combines all these data sources and models all trips made in one week:

  • For the full Belgian territory (and no longer only 48 cities),

  • With a geographical precision of departure and arrival by statistical sector (19.781 in Belgium),

  • With the classic socio-demographic variables of the CIM,

  • With accurate time indications per hour and per day of the week,

  • For 8.150.000 road segments in Belgium.


It involves an extensive process that was executed in several steps. At the start, a virtual population was built from different data sources. This virtual population is detailed at the level of statistical sectors and represents all inhabitants of 12 years and older in Belgium. For each of these 9.6 million people, all trips were estimated for a period of 1 week.

  • In the first step, the number of trips was estimated for each individual. Based on the 45.167 diaries, 180 million trips were modelled: to work, to school, recreational, social visits, shopping, etc.

  • Next, all these trips were linked to a specific time during the week, in function of the motive of the trip.

  • The next crucial step is connecting a useful destination to each of these trips. For each type of trip, an algorithm was developed that predicts destinations up to the level of statistical sectors.

  • Finally, a fitting transportation mode was assigned to each trip: car, bicycle, by foot, public transportation etc. This choice was, much like in the real world, a function of different variables like travel time, distance and costs.

  • For each trip, the full trajectory between departure and an arrival point was then plotted on the Belgian road network. In contrast to the old CIM OOH study, actual travel times per time of day were taken into account. These travel times were collected by Be-Mobile from car GPS appliances. This means that it is perfectly possible that someone takes a different route in the morning than in the evening, to avoid traffic congestion.

  • Finally, all these results were extensively validated by external benchmarks like the Be-Mobile GPS data, data from loop detectors under the pavement, and governmental data.

  • Wherever necessary, the data were calibrated to create the best possible match between the modelled data and the benchmark data.

Based on all these data, the new CIM OOH study will estimate contacts and reach with an unparalleled accuracy.

All these efforts were put together into a file of 500 gigabytes with all the trips and routes of 9,6 million Belgians. With this new dataset, the different Out-of-Home players get to work on the next steps.

Belgian Posters, Clear Channel and JCDecaux are currently in the process of mapping their full frame inventory into a new map which is linked to the traffic data. This implantation is done with an unprecedented accuracy for the Belgian market, with the help of Open Street Maps, Google Earth and Google Street View.

At this moment, the Czech Out-of-Home specialist MGE Data, is working hard on processing the traffic data and implementing the Visibility Adjustment Index (VAI). This index is gradually becoming the international standard and will thoroughly change the future of the OOH study. More on this later…


2016-08-31 -

WANTED - Senior Project Manager TV and Digital Research (m/f)

2016-04-28 -

Assemblée Générale Ordinaire 2016 : composition du Conseil d’Administration

Suite aux élections statutaires qui ont eu lieu pendant l’Assemblée Générale qui s’est tenue ce 26 avril dernier, la composition du Conseil d’Administration a été modifiée.

Cliquez ici pour découvrir la liste actualisée des Administrateurs.

2016-04-28 -

Avis aux Membres du CIM : cotisation 2016

Nous vous informons que, suite à l’Assemblée Générale Ordinaire 2016 qui s’est tenue le 26 avril dernier, le montant de la cotisation annuelle de membre pour 2016 reste inchangé, à savoir 780 € (hors TVA) pour le Membre Individuel et 450 € (hors TVA) pour le Membre Affilié.

2016-02-29 -

Avis aux Membres du CIM : adaptation du Règlement d’Ordre Intérieur

Nous vous informons que l’Assemblée Générale Extraordinaire qui s’est tenue ce 23 février 2016, a approuvé l’adaptation proposée dans le Règlement d’Ordre Intérieur de l’association.

Le Conseil d’Administration a également approuvé les nouveaux tarifs pour les règles de financement de l’étude CIM Internet. Ils figurent en annexe du Règlement d’Ordre Intérieur.

Vous trouverez le nouveau texte complet en cliquant ici.

2016-02-25 -

Avis aux Membres du CIM : adaptation des Statuts

Nous vous informons que l’Assemblée Générale Extraordinaire qui s’est tenue ce 23 février 2016 a approuvé l’adaptation proposée dans les Statuts de l’association. Vous trouverez le nouveau texte complet en cliquant ici.

2016-01-28 -

Avis aux membres de l’association : 2e Assemblée Générale Extraordinaire 2016: Adaptation des Statuts et du Règlement d’ordre intérieur du CIM.

La 1re Assemblée Générale Extraordinaire du 26 janvier 2016 n’ayant pas recueilli le quorum de deux tiers de membres requis pour modifier les statuts, une 2e Assemblée Générale Extraordinaire se tiendra le mardi 23 février 2016 à 15h au CIM et délibérera, conformément aux prescrits de l’article 20 des statuts, sur un seul sujet : « Adaptation des Statuts et du Règlement d’ordre intérieur du CIM ». La convocation pour cette 2e Assemblée a été envoyée par courrier à tous les membres.

2015-06-24 -

Règles de financement CIM

Le Conseil d’Administration a approuvé les 28 avril et 23 juin 2015 les nouvelles règles de financement pour les études Internet, Presse Audience et Out-of-Home.

Toutes les règles de financement pour les agences et les médias figurent maintenant en annexe du Règlement d’ordre intérieur qui peut être consulté ici.

2015-06-24 -

Bureau : composition (2)

Wim JANSEN (JC Decaux) a rejoint le Bureau du CIM.  Le Bureau se compose donc des administrateurs suivants :

- Christiane Dardenne (UMA), Vice-Président

- Bart De Proost (De Persgroep Publishing), Trésorier

- Wim Jansen (JC Decaux), membre

- Thierry Keyen (IP), Président

- Patricia Vermandele (ING Belgique), Secrétaire


2015-05-20 -

Nouveau Bureau

Le Conseil d'’Administration du CIM a approuvé, lors de sa séance du 19 mai 2015, la nouvelle composition du Bureau:

- Christiane Dardenne (UMA), Vice-Président

- Bart De Proost (De Persgroep Publishing), Trésorier

- Thierry Keyen (IP), Président

- Patricia Vermandele (ING Belgique), Secrétaire.