Latest GB OOH audience statistics — Q3 2026

Route Q3 2026 release (Route 60) · Week in March 2026 · GB adults aged 15+

Route's Q3 2026 release measures out-of-home (OOH) audiences among GB adults aged 15+. The audience data relates to a week in March 2026. It measures 374,333 OOH frames across Great Britain. Of these, 353,527 (94.44%) are classic and 20,806 (5.56%) are digital.

The interactive dashboard provides the headline audience and inventory figures and allows the data to be explored by environment, geography, demographic group, inventory and media owner. Below we highlight some of the key facts from the Q3 2026 data.

Unless otherwise stated, impact figures are based on a 10-second spot and 0-second break schedule (10s:0s).

Total frames
374,333
353,527 classic (94.44%) · 20,806 digital (5.56%)

How many people does OOH reach in Great Britain?

Weekly reach
53.89M
96.94% of the population
Classic reach
53.60M
96.41% cover
Digital reach
48.79M
87.77% cover

Weekly OOH cover is consistently high across the broad age groups shown in the Q3 2026 data. OOH reaches 97.29% of adults aged 15–34, 97.65% of adults aged 35–54 and 96.10% of adults aged 55+ in a week.

How many impacts are delivered on a weekly basis?

Weekly impacts
14.07Bn
10s:0s schedule
Classic impacts
8.19Bn
Digital impacts
5.88Bn

Across the measured inventory, a total of 14.07 billion weekly impacts are delivered (using a 10s:0s schedule). Classic OOH frames generate 8.19 billion weekly impacts, and digital frames generate 5.88 billion weekly impacts.

How do OOH audiences vary by environment?

Route measures audiences across 13 OOH environments, which differ in their audience reach, number of impacts and balance of classic and digital OOH.

Roadside has the highest weekly reach in the Q3 2026 data at 53.3 million, followed by Bus Exterior at 48.9 million.
The environments generating the highest numbers of weekly impacts are Roadside (5.6bn), London Underground (3.2bn), Shopping Centre Interior (2.0bn), Rail Station (1.3bn) and Bus Exterior (1.1bn).
Note: Reach and cover figures for individual environments are not additive, as the same person may encounter OOH advertising in more than one environment during the week.

Explore audiences across all 13 OOH environments in the interactive dashboard.

How does OOH vary across Great Britain?

OOH audience reach and impacts vary by region.

Inventory in London accounts for 8.47 billion weekly impacts in the Q3 2026 data, approximately 60% of the GB total, and has a weekly reach of 14.98 million people.

Outside London, the North West and the Midlands generate the highest weekly impacts, at approximately 1.3 billion and 1.2 billion respectively. The South & South-East has the highest weekly reach outside London at 10.2 million, followed by the Midlands at 9.4 million and the North West at 6.9 million.

Note: Regional reach figures are not additive, as an individual may be present in more than one region during the measurement period.

Explore audience reach, impacts and the classic/digital mix across all GB regions in the interactive dashboard.

Understanding the figures

Reach
The unique number of people who see an ad or campaign.
Cover
The proportion of the target audience exposed to a campaign in a week. Cover = Reach ÷ Population.
Impacts
The total number of times an ad or campaign is seen.
Frequency
The average number of times those exposed to a campaign see it. Frequency = Impacts ÷ Reach.

Route's audience measurement takes account of whether people are likely to see an OOH advertising frame; it does not simply count everybody who passes it. Find out more about how Route measures OOH audiences in our methodology section here.

A note on impact figures

Schedule sensitivity: Impact figures depend on the advertising schedule selected. The impact figures quoted in this summary use a 10-second spot / 0-second break schedule. For digital frames, this assumes the advertisement is playing continuously on the screen. Changing the spot or break length changes the number of impacts generated.

The figures summarised here relate to a week in March 2026 and form part of Route's Q3 2026 release (Route 60). Route data is updated quarterly, so the release and measurement period should always be stated when quoting Route audience figures.

Use the Q3 2026 interactive dashboard to explore the data in more detail.