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Q4 2022 Method changes

This publication marks the first release of Route data since December 2021 and incorporates several substantial changes, namely:

• Contemporised volumetric counts (pedestrian and vehicular)

• The introduction of ‘walking, wending and waiting’ for pedestrian audiences

• Introduction of new MST (tracking data) for indoor environments 

• New visibility adjustment ‘hit rates’ for pedestrians

• New vehicular visibility ‘hit rates’ for mobile inventory (i.e. bus and taxi advertising). 

• New visibility inputs in respect of illumination 

• A new taxi model 

• Fixes for spikes in the 15min audiences

• Audiences now always sum at 15-minute level rather than daypart

• Update to the road geometry

• Updated population figures

For more details on the changes and how they improve our understanding of out of home advertising audiences, see the methodology presentation (below) or alternatively get in touch and we will happily talk you through them in more detail.