Out and About
As well as producing reach and frequency estimates, the Route travel survey has captured a wealth of information about what people do out of the home.
Over 230,000 days' data have been analysed in a project to bring together the statistics for audiences to outdoor advertising. We can define exactly who spends more or less time out of the home, and what their rate of exposure to advertising is while doing so.
This all adds up to the most comprehensive picture ever of outdoor audiences. The statistics present some clear conclusions:
1. We spend an average of 3 hours 10 minutes out and about.
2. Upmarket and young audiences are the groups most exposed to outdoor advertising.
3. Exposure to advertising is amplified during the journey to work.
4. Exposure to ads is highest for the higher social grades on the morning commute between 6am and 10am.
A brief definition
What do we mean by 'out and about'? This is the time that a person spends in a public space: not at work, nor at home, but the time they spend travelling by bus, train or tube; in a shopping centre; commuting, walking, driving.
Because we use a GPS device to capture data, all possible time spent out and about is included.
Route measures behaviour across transport, retail, in airports and in the road network, to find out what advertising is seen in these spaces. Whether you see a taxi advert, a poster in a shopping precinct or a panel on the train, it is included in the Route study. All of these spaces are included in our 'out and about' definition.
...Under the influence
When you are in a public space, you are not always in view of an advert. However, in some spaces, you are in view of two or more adverts. The image above shows the visibility areas of ad sites within central London. The areas in blue are 'visibility areas'.
This combination of poster 'visibility areas' gives us a cumulative effect for creating exposure rates for different groups of people. Using our sophisticated models, we have been able to create a combined metric of the amount of advertising we're exposed to- taking into account static and moving posters.
Going further than this, we are able to define the exposure rate for different environments, or behaviours (such as commuting).