Centre Court on Screen: DOOH Advertising in SW19

As the Wimbledon Championships swing into its second week, I’ve taken a closer look at the digital out-of-home (DOOH) inventory around the iconic SW19 Centre Court. Wimbledon is a British sporting marquee event, with over 500,000 people attending the tournament last year, and 12,000 people queuing for tickets daily. Targeting DOOH in this area can help give brands a 40-love advantage in reaching affluent tournament-goers.

In my spatial analysis using Route R51 data, I found that, surprisingly, there aren’t that many digital screens near Centre Court, or around Southfields station, which is the closest tube station to the tournament area. The closest digital screen is over a kilometre away. In fact, almost every single digital screen within a 2000 metre radius of Centre Court is concentrated around the Wimbledon tube station.

Most digital inventory is clustered around the Wimbledon tube station, making it an important DOOH advertising location in SW19. However, between the Wimbledon tube station and Centre Court, digital screens are as rare as Novak Djokovic not getting booed.

There are a total of 37 digital screens within a 2000 metre radius of Centre Court (about a 30-minute walk). These digital screens typically serve up over 1.7 million total weekly impacts, though it’s likely that this number is higher during the tournament. According to TfL data, during Wimbledon, average daily entry and exits from Wimbledon tube station is about 18% higher than pre-Wimbledon weeks. This means that while DOOH inventory around Wimbledon is limited, the Wimbledon tube station area offers a prime chance to volley your message to the crowds heading to the tournament.

To take advantage of the large crowds going to Wimbledon, the digital inventory in and around Wimbledon tube station is your best bet to ace the DOOH game. Missing out would be a double fault indeed.

Note: The dashboard uses data from Route R51 (Q2 2024) and includes audience data from a week in July.