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Out of home advertising – it’s got GB covered

Euan Mackay

New data from Route shows that 98% of people see out oh home advertising each week in  Great Britain. The data, which now features a new measure of spot level ratings for digital screens, enables users to calculate the reach and frequency for any/all of the 392,412 frames within the dataset. This gives scope to […]

April 29, 2020April 30, 2020advertising Cover data dooh impacts measurement ooh ratings reach Route spots

OOH: look at that reach

Euan Mackay

A recent article published by Campaign, claims that TV’s weekly reach among 16-24s is unparalleled. It is almost true. It sits second to that of out of home advertising (OOH). Data from BARB is used to show that television reaches 85% of 15-24s each week. An impressive level of cover. This statistic is then used […]

February 7, 2018February 7, 201815-24 BARB Cover dooh millennials ooh planning Rapport reach television

Digital OOH continues to grow across GB

Euan Mackay

New data from Route is released today (7th December). This shows that the audience of digital out of home (DOOH) advertising continues to grow and now offers advertisers 51% cover of GB adults each week. Other points worth noting in the data include: Digital OOH now reaches 92% of Londoners each week East of England […]

December 7, 2017December 8, 2017Cover data digital dooh media out of home planning

Digital Cover reaches 50%

Euan Mackay, opinion pieces

Analysis of the most recent Route data shows that the increased investment in digital out of home inventory (DOOH) is having a positive effect upon audience sizes. With 5,774 digital frames now being measured by Route, we see that a campaign including all of these will return 50% GB cover in a week. In a […]

September 29, 2017September 29, 2017BARB Cover data digital dooh London millennials

Blog Posts

  • DOOH glossary paves way for industry-wide advertising standards
  • New Route data shows impacts per hour
  • September 2020 fieldwork update
  • Route – A technical overview – Traffic Intensity Model
  • New OOH audience data published
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