A look at the current audience level and panel numbers for Clear Channel’s portfolio in close proximity to significant points of interest and key environments.
Current audience levels in proximity to significant points of interest
Audience level is based on adsquare mobile data in proximity to Clear Channel sites 22/11 - 28/11 vs. 06/01 - 08/03/2020.
Find out more about our baseline.
Suburban Britain
People are currently staying and exercising locally
Google Mobility Data is showing that residential areas and parks are currently hugely overindexing in volume against usual pre-lockdown baseline. This is supported by Clear Channel’s mobile data showing
a higher audience rate of return amongst sites in close proximity vs. national average.
Index
Google Parks
Mobility Data
179
77
%
Residential*
Clear Channel’s OOH portfolio audience levels 2020
% exposure vs. baseline of 06/01 - 08/03/2020
Google Mobility Data
Source: Google
Index
Google Residential
Mobility Data
111
rate of return of CC sites vs. 06/01 - 08/03/2020
Return Audience Hub Mobile Data
85
%
DIGITAL
UK Lockdown
Encouraged
back to work
+6%
Non-essential retail returns
pts
CLASSIC
n/a
13,590
Parks*
74
%
DIGITAL
CLASSIC
n/a
5,371
Asda + Sainsbury’s*
85
%
DIGITAL
CLASSIC
679
n/a
Retail Parks**
74
%
DIGITAL
CLASSIC
308
1,508
Malls*
21
%
DIGITAL
CLASSIC
446
n/a
Local
High Streets**
69
%
DIGITAL
CLASSIC
879
5,738
Secondary City & Major Town Centres**
54
%
DIGITAL
CLASSIC
1,177
2,594
Major
City Centres**
36
%
DIGITAL
CLASSIC
915
1,667
+10%
pts
*based on Clear Channel panel information
**based on CACI retail catchment areas, more info here
BASELINE
Super Saturday, as predicted, saw thirsty, socially-deprived consumers return to pubs across England
at a significant volume, and this weeks data maintained momentum. Clear Channel’s portfolio saw increases across the board on Super Saturday, but interestingly in close, 100m proximity to pubs, the audience Rate
of Return was significantly higher. That momentum has continued.
Saturday vs. Super Saturday vs. last Saturday
How Clear Channel’s audience returned to the pub
70
%
England
*26/07 - 01/08
68
%
Scotland
83
%
Wales
68
%
86
%
69
%
65
%
76
%
73
%
75
%
79
%
66
%
74
%
83
%
65
%
1. Grampian
2. S.T.V
3. Border I.T.V
4. Tyne Tees
5. Yorkshire
6. Granada
7. H.T.V
8. Central
9. Anglia I.T.V
10. Carlton
11. Meridian
12. West Country
Cardiff
Birmingham
Aberdeen
Brighton
Liverpool
Newcastle
Norwich
Leeds
Glasgow
Think…
Think…
Gloucester
Ealing
Bournemouth
Clapham
Bolton
Chiswick
Portsmouth
Richmond
Durham
Watford
Sunderland
Kingston
Think…
Gateshead
Brtistol - Gloucester Rd
Hove
Hastings
Lincoln
Birmingham - Jewellery Quarter
Newquay
Margate
Inverness
Edinburgh - Portobello
Lancaster
Southsea
Newquay
Margate
Inverness
Portobello (Edinburgh)
Lancaster
Southsea
Audience level regional UK breakdown
Countries
TV AREAS
Countries
TV AREAS
The UK Government’s Eat Out to Help Out scheme has seen a successful rise in diners in August. Sales have “gone completely beserk” according to the chair of Franco Manca pizza chain*, which saw significant growth once the scheme kicked in. This coincides with our findings that our proximity restaurant panels are continuing to see a growing audience.
Back on the menu
Clear Channel’s tasty dining-out audience
Rate of Return of 100m restaurant proximity panels in England
76
meals claimed in UK under scheme*
Rate of Return vs. Clear Channel portfolio roadside average
x1.5
%
100m pub proximity panel performance in England on Super Saturday
Maintained momentum
of audience growth
on the same panels
Rate of Return WoW increase
of 100m proximity pub panels on Super Saturday vs. average
+2
%
+33
%
pts
64
m
pts
Clear Channel’s seaside portfolio is seeing a significantly faster
Rate of Return as the UK looks to the coast for their summer holidays.
The Summer of the Staycation
The UK looks to the coast for their summer holidays
Clear Channel’s portfolio within
a 30min drivetime of UK beaches
FRAMES
CLASSIC
6,188
5,900
99
%
DIGITAL
291
Clear Channel’s portfolio within seaside resorts
117
%
FRAMES
CLASSIC
1,780
DIGITAL
150
1,630
Find out more about this audience
x5
%
pts
RoR
70%
With the government kicking off a huge public health campaign in the fight against obesity, Clear Channel’s portfolio in proximity to re-opened gyms, as well as on popular running routes in proximity to parks, continue to see a growth in audiences.
Audiences get active
Gyms re-open and the health kick continues
Rate of Return in 100m proximity to gyms
Rate of Return in proximity to parks
Rate of Return vs. Clear Channel portfolio roadside average
x1.5
86
%
pts
74
%
Find out more
about these audiences
ebay were one of the first advertisers back on Out of Home, prompted by an understanding of returning audiences provided by mobile data from Clear Channel and JCDecaux. A case study from JCDecaux in conjunction with YouGov Direct shows impressive brand metric improvements.
ebay build their brand
Returning roadside audiences drive success
Rate of Return of Clear Channel’s roadside audience
unprompted advertising awareness
Rate of Return vs. Clear Channel portfolio roadside average
x1.5
+8
%
pts
86
%
View the case study results
Clear Channel’s Rate of Return + Google Mobility Data
% exposure vs. baseline of 06/01 - 08/03/2020
Source: Google
RoR
81%
*The Guardian
Rate of Return of 100m restaurant proximity panels in England, Monday to Wednesday
78
%
Roadside and Mall restaurant proximity panels see a significant MoM increase Mon - Wed in August
+10
%
pts
higher than average number of people in restaurants,
Mon - Wed vs. last year*
61
%
To help advertisers plan their Christmas campaign, we’ll be monitoring how audiences intend to behave in the lead up to the big day. And as we know advertisers need flexibility and effectiveness more than ever right now, we give plenty of good reasons why Out of Home can help brands confidently address this year’s key challenges. No matter what happens.
Tracked audience insights for Christmas 2020
of people do most of their Christmas shopping in December
of people look for inspiration at store
Rate of Return vs. Clear Channel portfolio roadside average
61
%
pts
55
%
Find out more
about this audience
Baseline Period
Audience rates within restricted areas and for UK’s largest cities
London
45
%
CITY CENTRE
NON CENTRE
Cardiff
77
%
43
%
76
%
CITY CENTRE
NON CENTRE
Birmingham
53
%
82
%
CITY CENTRE
NON CENTRE
Glasgow
49
%
87
%
CITY CENTRE
NON CENTRE
Bristol
60
%
84
%
CITY CENTRE
NON CENTRE
London
42
%
70
%
CITY CENTRE
NON CENTRE
Cardiff
48
%
77
%
CITY CENTRE
NON CENTRE
Birmingham
49
%
74
%
CITY CENTRE
NON CENTRE
Glasgow
50
%
85
%
CITY CENTRE
NON CENTRE
Bristol
61
%
77
%
CITY CENTRE
NON CENTRE
Leeds
49
%
80
%
CITY CENTRE
NON CENTRE
Liverpool
60
%
88
%
CITY CENTRE
NON CENTRE
Newcastle
50
%
90
%
CITY CENTRE
NON CENTRE
London
Birmingham
Bristol
Cardiff
Glasgow
Leeds
Liverpool
Newcastle
CITY CENTRE
NON CENTRE
40%
53%
65%
31%
37%
50%
51%
45%
71%
79%
83%
72%
79%
79%
80%
88%
Our audience data is showing interesting trends about
how Out of Home’s audiences are back, but different.
We're tracking our inventory audience delivery to understand how our audiences are performing in light of the UK’s tiered restrictions. We’re seeing a continued shift of localised behaviour, with
interesting data for our city centre and non city centre audiences.
Clear Channel has been able to provide our advertisers with a thorough, up-to-date and granular understanding of how Out of Home’s audiences have shifted in behaviour throughout 2020, powered by Clear Channel RADAR®.
Now that our audiences are back, we’re also bringing you the thoughts, feelings and mindsets of some of our key audiences, during the recent pandemic, to add further flavour across 6 key pillars, helping agencies and brands know how to reach them.
Audiences are back, but different
Understanding the thoughts of our returning audiences
more likely to want to see brands be an example and guide the change
are eager to travel domestically in the next month
64
%
pts
40
%
18-34’s
Often known to be the largest and a particularly valuable cohort, 18-34s make up nearly 30% of the UK population. They are influential, with 1 in 2 being a main
shopper in their household.
ABC1’s
Adults with kids
Making up 55% of the nation, this upper-middle class demographic have diverse retail, lifestyle and consumption behaviours.
Accounting for 30% of the UK population and 37% of UK total personal income, Adults with Kids have always been
a highly sought after audience.
20
%
pts
more likely than the average to pay attention to products on sale
Sources: Kantar wave 8; Kantar 2020
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GET IN TOUCH
WANT TO KNOW MORE?
GET IN TOUCH
Full Lockdown
% exposure vs. baseline of 06/01 - 08/03/2020
The National Picture
BASELINE
Social distancing eased
Non-essential retail returns
RoR
90%
Primary schools return
All schools
& uni’s return
% exposure vs. baseline of 06/01 - 08/03/2020
The National Picture - Location 1
% exposure vs. baseline of 06/01 - 08/03/2020
The National Picture - Location 2
Clear Channel’s audience level of all environments
70
%
ALL Audience levelS
38%
70%
+32%
Roadside Return
92%
81%
Tier 1
High
81%
Very High
Medium
Tier 2
Tier 3*
Difference
November
w/c 30th
DIGITAL
CLASSIC
1,049
17,254
1,314
12,362
315
4,465
*including Central Scotland
Household mixing / Rule of 6
Essential retail - food / pharmacy
Retail - opticians / DIY
Non-essential retail
Shopping malls
Essential workplaces - factories / construction
Non-essential workplaces - offices
Education - schools / universities
Non-essential public transport
Non-essential travel in and out of region
Pubs / bars / restaurants
Gyms/ leisure / cinemas
Spectator sports
Restrictions
Initial Lockdown
Tier 4
/ Firebreaker
Tier 3
Very High
Tier 2
High
Tier 1
Medium
1-2-1 public outdoor
6 public outdoor
6 outdoor
Throughout the unfolding of the pandemic, Clear Channel have provided transparent data of the ever-changing situation and the current performance of our portfolio and the weekly audience levels.
As we move back into a tiered system, we’ve added some clarity around the situation of our audience delivery and what the restrictions look like. Whilst there are some regional variations, we’ve grouped the tiers based on the current restrictions in place and have added a map that provides a snapshot of the various location tiering.
Work from home
Click + Collect
Click + Collect
/ Takeaway
Takeaway
Takeaway
Substantial meals
current Roadside audience level
82%
83%
93%
current roadside DIGITAL Panels
current roadside CLASSIC Panels
44
882
171
1,902
0
22
45%*
65%
2,678
34,081
2,463
31,275
*Average roadside weekly performance for 23/03 - 30/05
Average Roadside audience level
81%
82%
98%
n/a
70%
Understanding a granular view of our audience levels is important, but we’re also painting a more vivid picture of how those people are thinking, feeling, planning and behaving about the current restrictions across the UK.
In our pulse of the nation survey, we asked people immediately after the UK Governments announcement about their thoughts on November’s restrictions and Christmas. There are some interesting findings, with a couple of highlights below, showing how the news has not diminished any positivity.
Source: Clear Channel, Lockdown II Attitudes and Behaviour, Toluna UK Nat Rep Sample, N=962
The pulse of the nation
of current commuters will still be commuting to work
will continue to move around responsibly, abiding by government rules
will visit outdoor areas for exercise, leisure and free time
43
%
78
%
pts
55
%
pts
Commuting and Mobility
For more consumer insight - GET IN TOUCH
For more consumer insight - GET IN TOUCH
agree they will do their best to support local business during this time
will be using click-and-collect, with 9% of the population beginning to use this method
are still thinking of Christmas purchases, with 43% planning to start their Christmas gift purchasing online in November
63
%
>25
%
57
%
pts
Shopping
+
Since tiered restrictions came in
22/11 - 28/11
Restrictions
Initial Lockdown
Tier 4
/ Firebreaker
Tier 3
Very High
Tier 2
High
Tier 1
Medium
Find out more
audience insights
The weekly snapshot
Total audience delivery by environment
1.3
bn
Total
Roadside
1.2
bn
112
m
Supermarkets
23
m
Malls
Lockdown and Restrictions, but different
Audience attitudes and sentiment
Current audience levels
Audience levels based on Route v36 22/11 - 28/11
March
w/c 22nd
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pts
6 indoor / outdoor
Work from home
Work from home
Work from home
Gyms & leisure centres only
50% capacity
(max 2k spectators)
50% capacity
(max 4k spectators)
% exposure vs. baseline of 06/01 - 08/03/2020
Impact of changing restrictions on Audience Levels
Roadside 44%
Malls 11%
Roadside 65%
Malls 37%
March lockdown
November restrictions
70%
42%
72%
50%
75%
54%
79%
63%
Back to school bounce
Shops
re-open
wk 2
wk 3
wk 4
4 wk
TIERS
TIERS
Countries
TV AREAS
TIERS
Source: The Guardian