Summary of changes to Route data

Route launches improved audience measurement for OOH. April 30th sees the introduction of a new Route, designed to enable the analysis of digital ‘spots’.  The new currency incorporates a series of developments which will improve the measurement of out of home advertising in Great Britain, for both posters and screens. There are fundamental changes to […]

Changes to calculations and modelling

The April 2020 release (R34) incorporates a range of significant developments to the methodology. These affect the definitions and calculations made and, in turn, the audience numbers produced. Here we summarise the changes applied to the data models and algorithms – namely the introduction of spot ratings, application of seasonal impacts and the evolution of […]

Changes to data inputs

The April 2020 release (R34) incorporates a range of significant developments to the methodology. These affect both the definitions and calculations made and, in turn, the audience numbers produced. Here we summarise the changes applied to the data inputs – namely the inventory, sample, traffic intensity model and the population counts. Inventory The total inventory […]

Route announces new ‘spot level’ ratings for digital screens and posters

Route, the audience research body for out-of-home advertising in Great Britain, is today launching an evolved measurement system which offers spot level audience measurement at 15-minute levels for ads played out on each and any poster or screen. This development will mean more scope for advertisers to plan effective and efficient campaigns and ensures the […]