New data from Route show a stable picture in the delivery of audiences for the outdoor sector. Under typical conditions, 97% of the population will see out of home advertising every week. 84% of adults will see a digital screen in this time. Route measures audiences for 11,324 digital screens, an increase of 1.3% from […]
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 […]
Back in 2016, when Route’s contract with Ipsos was renewed, it was agreed that we would evolve to improve a number of key elements of our measurement. The end goal was set to measure spot level ratings for digital out of home by the end of 2020. We are starting to bear witness to some […]
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 […]
The dust has just about settled on the fallout of the recent General Election where once again, London demonstrated that it thinks and acts just a little bit differently from the rest of Great Britain. Using Route data we’ve dug into the numbers to analyse where there are gaps in behaviours between London and the average Briton. Recent […]