News

Route increases accuracy with a new traffic intensity model

Route has updated the traffic intensity model (TIM) that is central to the calculation of audience measurement for out of home advertising. Why is this important for advertisers? It means that Route’s audience information is based on more precise data, making the estimations more reflective of real-world behaviour. It helps to pull apart the data […]

Screens continue to shine while posters remind us of their strength

New data released by Route re-affirms out of home as the most wide-reaching medium in Great Britain. 98% of the population sees it each week. The data also reflects continued investment in new out of home infrastructure. In the last year, the number of digital screens measured by Route has increased by 40%. Digital out […]