Shining a light on Leeds
Building on its role as the official source of accurate out-of-home audience research in Great Britain since 2013, Route has recently unveiled out-of-home data for Q1 2023. This is the second data release to provide advertisers with the where, when and how of outdoor advertising since the Covid-19 lockdowns ended.
The data confirms that the out-of-home medium is in fine fettle across the country – and we’ve taken this opportunity to focus on its strengths across the regions, in particular homing in on Britain’s most “happening” city in 2023, Leeds.
As Leeds continues its 2023 Year of Culture celebrations, Route data for Q1 2023 shows the city is an excellent environment to grow businesses and brands using out-of-home media
Out-of-home advertising reaches 97% of the Leeds population – and 91% of adults in Leeds see a digital screen each week
Leeds’ cultural capital is such that it is a magnet for nearby populations. As a result, out-of-home ads in Leeds are seen by 1.9 million people each week, far beyond the 375k local residents
Total out-of-home inventory in Leeds is 2,123 of which 1,974 are posters and 239 are digital screens
Route research, which is published quarterly, focuses on measuring out-of-home in public spaces – anywhere where people can walk or drive – and relies on data that is generated from one of the most advanced audience measurement systems for out-of-home in the world.
The data allows its customers – advertisers, outdoor media owners and media agencies – to track out-of- home media across Great Britain at a time of extraordinary innovation in sites and changes in consumer travel behaviour.
Denise Turner, Chief Executive at Route, said: “I’ve always said that media planning and buying is about walking in someone else’s shoes, and now that I work in out-of-home that feels more apt than ever. Understanding audiences around the country whether that be London, Loughbourough, Lanark or Leeds is so vital, and Route provides those insights.”
Paul Sambrook, Global Marketing Director of agency Rapport, said: “OOH is increasingly engaging, interactive and data-driven and Route data allows us to shine a light on key cities as never before.”
Stephen Iball, Head of Projects and Business Development at Leeds-based Pop Art Media Group, said:
“We’ve just joined Route, so we’re excited to be adding our inventory, including a large screen in Kirkgate Market – one of the largest indoor markets in Europe – to the Route map. We look forward to better understanding the audience we deliver our advertisers.”
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