Audience level is based on adsquare mobile data, Route 40 in proximity to Clear Channel sites 27/11 -03/12/2021 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
Clear Channel’s OOH portfolio audience levels 2021
% exposure vs. baseline of 06/01 - 08/03/2020
*From 26th April a new release of Apple’s IOS14.5 had an effect on mobile device data supply which we will keep on tracking.
Index
Google Residential
Mobility Data
111
rate of return of CC sites vs. 06/01 - 08/03/2020
Return Audience Hub Mobile Data
85
%
Asda + Sainsbury’s
82
%
DIGITAL
CLASSIC
679
n/a
Source: Route 40 (RADAR adjusted)
Based on Clear Channel panel information
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
126
%
England
*26/07 - 01/08
130
%
Scotland
126
%
Wales
120
%
158
%
96
%
117
%
130
%
142
%
126
%
143
%
130
%
140
%
201
%
124
%
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
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
88%
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
*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
%
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
WANT TO KNOW MORE?
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
125
%
Roadside Return
92%
81%
Tier 1
High
81%
Very High
Medium
Tier 2
Tier 3*
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 / vets
Retail - opticians / DIY / garden centres
Non-essential retail
Shopping malls
Essential workplaces - factories / construction
Non-essential workplaces - offices
Education - schools / universities
Non-essential public transport
Non-essential travel between regions
Pubs / bars / restaurants
Gyms / leisure / cinemas
Spectator sports
Restrictions
Tier 1
Medium
Tier 2
High
Tier 3
Very High
Tier 4
Stay at Home
Tier 5
Lockdown
1-2-1
public outdoor
6 public outdoor
6 outdoor
We’re providing transparent data on the ever-changing tier situation across the UK and up-to-date performance of our portfolio audience levels.
The national picture alters rapidly and the below table provides a broad understanding of what each Tier means in terms of the restrictions of movement. Alongside this, we’ve provided an insight into the average audience levels of our roadside inventory within each Tier. The map to the right shows the current UK picture for each country and county.
Below is also a graph showing the impact that the changing restrictions have across our key environments, with roadside and supermarket audiences resilient across all tiers.
Work from home
Click + Collect
Click + Collect
Takeaway
Takeaway
Substantial meals
current Roadside audience level
80%
86%
94%
current roadside DIGITAL Panels
current roadside CLASSIC Panels
0
0
0
0
0
0
57%
64%
2,656
32,892
0
0
Average Roadside audience level
-
-
-
58%
-
Understanding a granular view of our audience levels is important, but we’re also painting a more vivid picture of how these people are thinking, feeling, planning and behaving during the current circumstances, with a backdrop of optimism with the vaccine rollout.
Kicking off the year we’ve gone back to the nation to see how the New Year and new guidelines are effecting audience sentiment. There are some interesting findings –
get in touch for the full lowdown on lockdown.
Source: Clear Channel, Lockdown 3 Attitudes and Behaviours, Toluna UK Nat Rep Sample, N=1,000
The pulse of the nation
think brands should advertise less at the moment
are feeling more positive because of the vaccine
still plan to go outdoors twice a week
8
%
67
%
pts
87
%
pts
For more consumer insight - GET IN TOUCH
For more consumer insight - GET IN TOUCH
Since tiered restrictions came in
31/01 - 06/02
The weekly snapshot
Retail Occasions
Current audience levels
Download the slides
Download the slides
6 in / outdoor
Work from home
Work from home
Work from home
Health &
Fitness only
50% capacity
(max 2k)
50% capacity
(max 4k)
Source: The Guardian
1-2-1
public outdoor
Work from home
Takeaway
Find out more
audience insights
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
Source: Sainsbury’s Bank Credit Cards Survey; Globaldata
Retail Occasions
Annual net worth of nine retail occasions
£37
bn
Want to understand which occasions could drive your growth?
Our Retail Occasions insight series will help you tap into valuable audience moments. With Christmas fast approaching, we’ve nicely gift wrapped some useful insights to help you shine on the run up to the biggest retail occasion of the year.
Click + Collect
Click + Collect
March Lockdown
45%*
n/a
2,678
34,081
*Average roadside weekly performance for 23/03 - 30/05
Roadside weekly unique reach*
93
m
Impacts
57
m
Impacts
OOH’s Renaissance
Sources: Route and Location Sciences, OOH based on 5,000 Roadside 6 sheets across 2 weeks.
NB: % Reach and impact figures are relative to average campaign delivery across 5000 JCD/CC frames – not total UK pop. Actual figures relate to w/c 12/4/21 & w/c 19/4/21
To help advertisers plan for the staged approach, Clear Channel and JCDecaux jointly analysed historical mobility datasets to understand what an average roadside 6-sheet campaign would deliver as restrictions eased and audiences grew, using pre-Covid baseline data. Actual data from stages 2 & 3, showed that Reach did exceed expectations. With Stage 4 restrictions lifting later than anticipated, we will be reviewing Reach and impact levels in the coming weeks.
22nd
29th
March
Step 1
Step 2
Step 3
Step 4
Schools and colleges are open for all students. Practical Higher Education courses.
Recreation or exercise outdoors with household or one other person. No household mixing indoors.
Wraparound childcare.
Stay at home.
Funerals (30), wakes and weddings (6).
Rule of 6 or two households outdoors. No household mixing indoors.
Outdoor sport and leisure facilities.
Organised outdoor sport allowed (children and adults).
Minimal travel.
No holidays.
Outdoor parent and child groups (up to 15 parents).
5th
12th
April
19th
26th
3rd
10th
17th
May
24th
31st
7th
14th
June
19th
July
A
B
28th
22nd
5th
19th
26th
3rd
10th
24th
31st
7th
28th
29th
March
12th
April
17th
May
14th
June
19th
July
Step 1
Step 2
Step 3
Step 4
75%
pre-Covid Reach
90%
85%
pre-Covid Reach
100%
100%+
pre-Covid Reach
100%
Indoor leisure (including gyms) open for use individually or within household groups.
Rule of 6 or two households outdoors. No household mixing indoors.
Outdoor attractions, such as zoos, theme parks and drive-in cinemas.
All children's activities, indoor parent and child groups (up to 15 parents).
Domestic overnight stays (household only).
Libraries and community centres.
Personal care
premises.
All retail.
Funerals (30), wakes,
weddings, receptions (15).
Minimise travel.
No international holidays.
Outdoor
hospitality.
Self-contained accommodation (household only).
Event pilots begin.
Impacts
Impacts
Impacts
75%
Impacts
pre-Covid Reach
90%
Impacts
85%
pre-Covid Reach
100%
Impacts
100%+
pre-Covid Reach
100%
22nd
5th
19th
26th
3rd
10th
24th
31st
7th
26th
29th
March
12th
April
17th
May
14th
June
19th
July
Step 1
Step 2
Step 3
Step 4
75%
Impacts
pre-Covid Reach
90%
Impacts
85%
pre-Covid Reach
100%
Impacts
100%+
pre-Covid Reach
100%
Indoor entertainment
and attractions.
30 person limit outdoors. Rule of 6 or two households indoors (subject to review).
Domestic overnight stays.
Remaining accommodation.
International travel -
subject to review.
Organised indoor adult sport.
Most significant life event (30).
Remaining outdoor entertainment (including performances).
Some large events (except for pilots) - capacity limits apply.
Indoor events - 1,000 or 50%
Outdoor other events - 4,000 or 50%
Outdoor seated events - 10,000 or 25%
22nd
5th
19th
26th
3rd
10th
24th
31st
7th
28th
29th
March
12th
April
17th
May
14th
June
19th
July
Step 1
Step 2
Step 3
Step 4
75%
Impacts
pre-Covid Reach
90%
Impacts
85%
pre-Covid Reach
100%
Impacts
100%+
pre-Covid Reach
100%
No legal limits on social contact - subject to review.
Nightclubs - subject to review.
Larger events - subject to review.
No legal limit on all life events - subject to review.
Clear Channel’s City Centre
audience levels
111
%
Clear Channel’s roadside audience levels
126
%
pts
Predicted Impacts
and Reach:
Retail Occasions Insight
Retail Occasions Insight
Download the slides
Download the slides
Sources: JCDecaux Sentiment Tracker 2021
Photo credit: fauxels
See how people are planning
to spend around this even
more important retail occasion:
are planning to reunite with friends and family over Easter
59
%
A clear opportunity springs forward
With Christmas spirit tempered, people are looking forward to Spring as a route back to normality, family and friends.
First week of Spring
Start of British Summer Time
(clocks go forward)
Start of Easter school holidays
Easter
Bank Holiday Weekend
Monday
22nd March
Sunday
28th March
Thursday
1st April
Friday 2nd to
Monday 5th April
Sources: JCDecaux Sentiment Tracker 2021; RADAR 2020.
Photo credit: Te lensFix
80
%
Average non-lockdown (inc. tiers) Roadside audience
As soon as able, audiences flock back:
increase in holiday bookings for easyJet
250
%
Optimism, expectations and desires
The positive noises, rises in vaccines and fall in cases are leading to a renewed sense of belief that March will be the start of freedom for a nation in waiting.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
10
Visit a
cinema / theatre
Visit a restaurant / cafe
Visit a
pub / bar
Visit the
high street
Visit a
shopping mall
Meet with friends / family
32%
26%
27%
28%
32%
26%
Sources: UK Government Coronavirus (COVID 19) in the UK, Latest Government press briefings; JCDecaux Sentiment Tracker 2021
Photo credit: POOL / VIA AFP-JIJI
“A gradual easing of restrictions could begin in the first or second week of March.”
Nadhim Zahawi, Vaccines Minister
08
/03
08
Mar
Schools expected to reopen on
No.1
Country for vaccine roll-outs in Europe
March and the significant milestones
Current predictions, plans and commentary point towards mid-March onwards as the point the vaccine rollout will start to impact the possibility of easing restrictions.
8 Dec
22 Jan
15 Feb
Mid-Late Mar
Sep
10
20
30
40
50
60
70
80
90
100
% of UK adult population received vaccine
15 million of the most vulnerable vaccinated (top 4 priority groups)
32 million including all over-50’s vaccinated
All UK adults offered vaccine
Discover more
A spring into
January lockdown
74%
actual
actual
92%
74%
actual
actual
92%
78%
actual
actual
104%
78%
actual
actual
104%
74%
actual
actual
92%
78%
actual
actual
104%
78%
actual
actual
104%
74%
actual
actual
92%
21st
28th
12th
5th
21st
5th
12th
26th
21st
5th
12th
26th
21st
5th
12th
26th
Take a look at the latest audience mobility levels and insight in relation to Clear Channel UK roadside portfolio.
Local high streets
125
%
DIGITAL
CLASSIC
879
5,738
Secondary city & major town centres
100
%
DIGITAL
CLASSIC
1,177
2,594
Major city centres
111
%
DIGITAL
CLASSIC
915
1,667
Based on Clear Channel panel information
Source: Route 38 (RADAR adjusted)
Think…
Newquay
Margate
Inverness
Portobello (Edinburgh)
Lancaster
Southsea
Gateshead
Bristol
(Gloucester Rd)
Hove
Hastings
Lincoln
Birmingham
(Jewellery Quarter)
Think…
Gloucester
Ealing
Bournemouth
Clapham
Bolton
Chiswick
Portsmouth
Richmond
Durham
Watford
Sunderland
Kingston
Think…
Cardiff
Birmingham
Aberdeen
Brighton
Liverpool
Newcastle
Norwich
Leeds
Glasgow
Roadside
2.1
bn
impacts
Here’s a snapshot of the latest audience levels and insight in relation to our Malls and Supermarket estates.
Malls
64
%
DIGITAL
CLASSIC
446
n/a
Audience level regional UK breakdown
City focus: Liverpool
Step 1A
Step 1B
Step 2
Step 3
Source: Route 38, impacts based on data from w/c 8th Feb, 16.7% SOT. CACI Weekly Retail Centre spend (potential to influence spend)
combined impacts
per day
12
m
Adshel Live screens
2,500 +
towns & cities
147
Malls Live screens
600 +
malls across 40 towns & cities
48
£5.9
bn
Combined weekly retail spend
Inspire shoppers, drive sales
Those thinking, planning or already organising
Download the slides
Download the slides
Source: CACI
Unparralleled national footprint
Malls Live screens across 47 leading
UK malls
600
+
weekly retail spend being influenced
£1.5
bn
Influence and inspire shoppers on stunning full motion digital screens
Source: Tapestry Research 2020
of all instore purchases are inspired or researched in a retail space
48
%
of all online purchases are inspired or researched in a retail space
20
%
The vital role of bricks and morter
An omnichannel approach to media is essential
Source: Womble Bond Dickinson, Retail Report, 2019; IPA Touchpoints, 2020; ONS, Retail Economics analysis, Tapestry Research, 2020
of all UK earnings are accounted for by Gen Z and Millennials
1/3
+
visit a mall at least once a month
(index 215)
58
%
Captivate Gen Z and Millennials
A valuable audience spending time and money in malls
Source: Toluna Malls survey May 2021
have missed getting to try products before buying them
43
%
estimated spending spree as covid rules are lifted
1 in 3
bn
Online fatigue: time for real retail
Audiences are returning to their favourite shopping destinations
Discover more
Step out into Summer 2021
Why brands should advertise in malls this summer
Staycation nation
Want to see your brand come alive on the UK’s largest roadside DOOH network?
Impacts
100%+
pre-Covid Reach
100%
Audience
Audience
Newquay
Margate
Inverness
Edinburgh
(Portobello)
Lancaster
Southsea
We DOOH like to be beside the seaside… Reach big summer audiences with our roadside estate.
Putting the spotlight on one city, we can see that a high level of audiences are remaining in local areas.
Hover over each location on the map to discover more.
Apple IOS 14.5 Data Release*
172
%
125
%
30min proximity
Seaside resorts
View our guide to Adshel Live
Find out more on the Retail Occasions hub
View our latest staycation audience insights
Based on CACI retail catchment areas, more info here
For the best experience and to view the full Hub, please visit this page on desktop.
Ellesmere Port
27th Nov
20th Nov
13th Nov
Roadside audience levels
Local high street audience levels
112%
113%
167%
FRAMES
67
Wirral
137%
FRAMES
203
Liverpool
102%
FRAMES
1,112
Sefton
134%
FRAMES
427
Knowsley
105%
FRAMES
53
Saint Helens
129%
FRAMES
42
Schools reopen
+7%
Shops & pubs reopen
74%
Shops reopen
+28%
of Christmas shoppers spend extra on last minute gifts
43
%
Download the slides
Download the slides
Download the slides
Download the slides
119%
120%
Looking to influence spend this Summer? Our latest release from our Retail Occasions insight series reveals how brands can still tap into this highly valuable audience moment.
City focus: Glasgow
Motherwell
116%
FRAMES
221
Hamilton
104%
FRAMES
18
Monklands
106%
FRAMES
124
Renfrew
92%
FRAMES
422
Inverclyde
161%
FRAMES
23
Glasgow
66%
FRAMES
1,568
Strathkelvin
115%
FRAMES
20
Discover more
126%
125%
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, Route 38 in proximity to Clear Channel sites 10/07 - 16/07 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
96
%
Residential*
Clear Channel’s OOH portfolio audience levels 2020-21
% exposure vs. baseline of 06/01 - 08/03/2020
*From 26th April a new release of Apple’s IOS14.5 had an effect on mobile device data supply which we will keep on tracking.
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
March lockdown
Encouraged
back to work
+6%
Non-essential retail returns
pts
CLASSIC
n/a
13,590
Parks*
95
%
DIGITAL
CLASSIC
n/a
5,371
Asda + Sainsbury’s*
73
%
DIGITAL
CLASSIC
679
n/a
Seaside Resorts*
145
%
DIGITAL
CLASSIC
148
1,611
Malls*
61
%
DIGITAL
CLASSIC
446
n/a
Local
High Streets**
91
%
DIGITAL
CLASSIC
879
5,738
Secondary City & Major Town Centres**
70
%
DIGITAL
CLASSIC
1,177
2,594
Major
City Centres**
55
%
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
90
%
England
*26/07 - 01/08
86
%
Scotland
95
%
Wales
%
112
%
74
%
82
%
82
%
98
%
92
%
108
%
87
%
95
%
146
%
84
%
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
100%
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
%
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
WANT TO KNOW MORE?
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
89
%
Roadside Return
92%
81%
Tier 1
High
81%
Very High
Medium
Tier 2
Tier 3*
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 / vets
Retail - opticians / DIY / garden centres
Non-essential retail
Shopping malls
Essential workplaces - factories / construction
Non-essential workplaces - offices
Education - schools / universities
Non-essential public transport
Non-essential travel between regions
Pubs / bars / restaurants
Gyms / leisure / cinemas
Spectator sports
Restrictions
Tier 1
Medium
Tier 2
High
Tier 3
Very High
Tier 4
Stay at Home
Tier 5
Lockdown
1-2-1
public outdoor
6 public outdoor
6 outdoor
We’re providing transparent data on the ever-changing tier situation across the UK and up-to-date performance of our portfolio audience levels.
The national picture alters rapidly and the below table provides a broad understanding of what each Tier means in terms of the restrictions of movement. Alongside this, we’ve provided an insight into the average audience levels of our roadside inventory within each Tier. The map to the right shows the current UK picture for each country and county.
Below is also a graph showing the impact that the changing restrictions have across our key environments, with roadside and supermarket audiences resilient across all tiers.
Work from home
Click + Collect
Click + Collect
Takeaway
Takeaway
Substantial meals
current Roadside audience level
80%
86%
94%
current roadside DIGITAL Panels
current roadside CLASSIC Panels
0
0
0
0
0
0
57%
64%
2,656
32,892
0
0
Average Roadside audience level
-
-
-
58%
-
Understanding a granular view of our audience levels is important, but we’re also painting a more vivid picture of how these people are thinking, feeling, planning and behaving during the current circumstances, with a backdrop of optimism with the vaccine rollout.
Kicking off the year we’ve gone back to the nation to see how the New Year and new guidelines are effecting audience sentiment. There are some interesting findings –
get in touch for the full lowdown on lockdown.
Source: Clear Channel, Lockdown 3 Attitudes and Behaviours, Toluna UK Nat Rep Sample, N=1,000
The pulse of the nation
think brands should advertise less at the moment
are feeling more positive because of the vaccine
still plan to go outdoors twice a week
8
%
67
%
pts
87
%
pts
For more consumer insight - GET IN TOUCH
For more consumer insight - GET IN TOUCH
Since tiered restrictions came in
31/01 - 06/02
The weekly snapshot
Total audience impacts by environment
1.1
bn
Total
Roadside
1
bn
90
m
Supermarkets
13
m
Malls
Impact of restrictions on audience levels
Audience attitudes and behaviours
Current audience levels
Download the slides
Download the slides
6 in / outdoor
Work from home
Work from home
Work from home
Health &
Fitness only
50% capacity
(max 2k)
50% capacity
(max 4k)
% exposure vs. baseline of 06/01 - 08/03/2020
*From 26th April a new release of Apple’s IOS14.5 had an effect on mobile device data supply which we will keep on tracking.
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
Source: The Guardian
1-2-1
public outdoor
Work from home
Takeaway
Find out more
audience insights
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
Source: Globaldata
Retail Occasions
Annual net worth of nine retail occasions
of all total retail spend
growth since 2014
£37
bn
11
%
pts
+8
%
pts
Find out more on the
RETAIL OCCASIONS HUB
Just nine core occasions account for £37bn in UK retail spend every year. From Valentine’s Day to Christmas, our new Retail Occasions 2021 insight series is here to help you develop successful advertising strategies that unlock 2021’s full retail potential.
Click + Collect
Click + Collect
ALL Audience levelS
Difference
w/c 30th
w/c 28th
February
March
38%
65%
+27%
pts
January
lockdown
March Lockdown
45%*
n/a
2,678
34,081
*Average roadside weekly performance for 23/03 - 30/05
Roadside vs. February 2020**
51
%
Roadside weekly unique reach*
35
m
Roadside weekly impacts*
1.1
bn
Supermarkets vs. February 2020**
60
%
All audience levels vs. w/c 30th March 2020
+20
%
pts
Total audience impacts by environment
1.7
bn
Total
1.5
bn
Roadside
99
m
Supermarkets
67
m
Malls
Route 38 (RADAR adjusted)
Source: Womble Bond Dickinson, Retail Report, 2019;IPA Touchpoints, 2020; ONS, Retail Economics analysis,Tapestry Research, 2020
Captivate Gen Z and Millennials
A valuable audience spending time and money in malls
Discover more
Download the slides
Download the slides
Find out more on the
RETAIL OCCASIONS HUB
Roadmap to OOH’s Renaissance
Sources: Route and Location Sciences, OOH based on 5,000 Roadside 6 sheets across 2 weeks.
NB: % Reach and impact figures are relative to average campaign delivery across 5000 JCD/CC frames – not total UK pop. Actual figures relate to w/c 12/4/21 & w/c 19/4/21
To help advertisers plan for the staged approach, Clear Channel and JCDecaux jointly analysed historical mobility datasets to understand what an average roadside 6-sheet campaign would deliver as restrictions eased and audiences grew, using pre-Covid baseline data. Predictions forecasted Reach to recover faster than impacts, but the latest data as Stage 3 restrictions lifted reveal that it has exceed expectations. Using actual data as Stage 2 restrictions lifted, Reach and impacts have grown in line with expectations, with Reach recovering slightly faster than predicted.
Roadside audiences spring into renaissance
22nd
29th
March
Step 1
Step 2
Step 3
Step 4
Schools and colleges are open for all students. Practical Higher Education courses.
Recreation or exercise outdoors with household or one other person. No household mixing indoors.
Wraparound childcare.
Stay at home.
Funerals (30), wakes and weddings (6).
Rule of 6 or two households outdoors. No household mixing indoors.
Outdoor sport and leisure facilities.
Organised outdoor sport allowed (children and adults).
Minimal travel.
No holidays.
Outdoor parent and child groups (up to 15 parents).
5th
12th
April
19th
26th
3rd
10th
17th
May
24th
31st
7th
14th
June
19th
July
A
B
28th
22nd
5th
19th
26th
3rd
10th
24th
31st
7th
28th
29th
March
12th
April
17th
May
14th
June
19th
July
Step 1
Step 2
Step 3
Step 4
75%
pre-Covid Reach
90%
85%
pre-Covid Reach
100%
100%+
pre-Covid Reach
100%
Indoor leisure (including gyms) open for use individually or within household groups.
Rule of 6 or two households outdoors. No household mixing indoors.
Outdoor attractions, such as zoos, theme parks and drive-in cinemas.
All children's activities, indoor parent and child groups (up to 15 parents).
Domestic overnight stays (household only).
Libraries and community centres.
Personal care
premises.
All retail.
Funerals (30), wakes,
weddings, receptions (15).
Minimise travel.
No international holidays.
Outdoor
hospitality.
Self-contained accommodation (household only).
Event pilots begin.
Impacts
Impacts
Impacts
75%
Impacts
pre-Covid Reach
90%
Impacts
85%
pre-Covid Reach
100%
Impacts
100%+
pre-Covid Reach
100%
22nd
5th
19th
26th
3rd
10th
24th
31st
7th
26th
29th
March
12th
April
17th
May
14th
June
19th
July
Step 1
Step 2
Step 3
Step 4
75%
Impacts
pre-Covid Reach
90%
Impacts
85%
pre-Covid Reach
100%
Impacts
100%+
pre-Covid Reach
100%
Indoor entertainment
and attractions.
30 person limit outdoors. Rule of 6 or two households indoors (subject to review).
Domestic overnight stays.
Remaining accommodation.
International travel -
subject to review.
Organised indoor adult sport.
Most significant life event (30).
Remaining outdoor entertainment (including performances).
Some large events (except for pilots) - capacity limits apply.
Indoor events - 1,000 or 50%
Outdoor other events - 4,000 or 50%
Outdoor seated events - 10,000 or 25%
22nd
5th
19th
26th
3rd
10th
24th
31st
7th
28th
29th
March
12th
April
17th
May
14th
June
19th
July
Step 1
Step 2
Step 3
Step 4
75%
Impacts
pre-Covid Reach
90%
Impacts
85%
pre-Covid Reach
100%
Impacts
100%+
pre-Covid Reach
100%
No legal limits on social contact - subject to review.
Nightclubs - subject to review.
Larger events - subject to review.
No legal limit on all life events - subject to review.
Clear Channel’s mall audience levels
73
%
Clear Channel’s roadside
audience levels
90
%
pts
Predicted Impacts
and Reach:
Step out into Summer 2021
Retail Occasions Insight
Retail Occasions Insight
Download the slides
Download the slides
Sources: JCDecaux Sentiment Tracker 2021
Photo credit: fauxels
See how people are planning
to spend around this even
more important retail occasion:
are planning to reunite with friends and family over Easter
59
%
A clear opportunity springs forward
With Christmas spirit tempered, people are looking forward to Spring as a route back to normality, family and friends.
First week of Spring
Start of British Summer Time
(clocks go forward)
Start of Easter school holidays
Easter
Bank Holiday Weekend
Monday
22nd March
Sunday
28th March
Thursday
1st April
Friday 2nd to
Monday 5th April
Sources: JCDecaux Sentiment Tracker 2021; RADAR 2020.
Photo credit: Te lensFix
80
%
Average non-lockdown (inc. tiers) Roadside audience
As soon as able, audiences flock back:
increase in holiday bookings for easyJet
250
%
Optimism, expectations and desires
The positive noises, rises in vaccines and fall in cases are leading to a renewed sense of belief that March will be the start of freedom for a nation in waiting.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
10
Visit a
cinema / theatre
Visit a restaurant / cafe
Visit a
pub / bar
Visit the
high street
Visit a
shopping mall
Meet with friends / family
32%
26%
27%
28%
32%
26%
Sources: UK Government Coronavirus (COVID 19) in the UK, Latest Government press briefings; JCDecaux Sentiment Tracker 2021
Photo credit: POOL / VIA AFP-JIJI
“A gradual easing of restrictions could begin in the first or second week of March.”
Nadhim Zahawi, Vaccines Minister
08
/03
08
Mar
Schools expected to reopen on
No.1
Country for vaccine roll-outs in Europe
March and the significant milestones
Current predictions, plans and commentary point towards mid-March onwards as the point the vaccine rollout will start to impact the possibility of easing restrictions.
8 Dec
22 Jan
15 Feb
Mid-Late Mar
Sep
10
20
30
40
50
60
70
80
90
100
% of UK adult population received vaccine
15 million of the most vulnerable vaccinated (top 4 priority groups)
32 million including all over-50’s vaccinated
All UK adults offered vaccine
Discover more
A spring into
Source: CACI
Unparralleled national footprint
Source: Route 38, impacts based on data from w/c 8th Feb, 16.7% SOT. CACI Weekly Retail Centre spend (potential to influence spend)
combined impacts
per day
12
m
£5.9
bn
Combined weekly retail spend
Inspire shoppers, drive sales
Those thinking, planning or already organising
November restrictions
January lockdown
Back to school bounce
January
lockdown
Back to school bounce
Schools
re-open
Shops & Pubs
re-open
pts
+7%
Schools
re-open
Why brands should advertise in malls this summer
have missed getting to try products before buying them
43
%
estimated spending spree as covid rules are lifted
1 in 3
bn
Online fatigue: time for real retail
Audiences are returning to their favourite shopping destinations
Source: Toluna Malls survey May 2021
Source: Tapestry Research 2020
The vital role of bricks and morter
An omnichannel approach to media is essential
Adshel Live screens
2,500 +
towns & cities
147
Malls Live screens
600 +
malls across 40 towns & cities
48
Roadside 74%
Malls 44%
74%
actual
actual
92%
The UK roadmap out of the current restrictions signifies Out of Home’s Renaissance as audience levels are due to increase. To help advertisers plan for the staged approach, Clear Channel and JCDecaux have analysed our historical mobility datasets to understand what an average roadside 6-sheet campaign will deliver. We can confidently predict from our modelling that Reach will recover quicker than impacts, and that steps 2 and 3 on the roadmap will see Reach back to 90% and 100% respectively or pre-Covid Reach.
Clear Channel and JCDecaux join forces to help brands navigate UK roadmap
74%
actual
actual
92%
78%
actual
actual
104%
78%
actual
actual
104%
74%
actual
actual
92%
78%
actual
actual
104%
78%
actual
actual
104%
74%
actual
actual
92%
21st
28th
12th
5th
21st
5th
12th
26th
21st
5th
12th
26th
21st
5th
12th
26th
Hide other page before publishing?
of all UK earnings are accounted for by Gen Z and Millennials
1/3
+
visit a mall at least once a month
(index 215)
58
%
of all instore purchases are inspired or researched in a retail space
48
%
of all online purchases are inspired or researched in a retail space
20
%
Malls Live screens across 47 leading
UK malls
600
+
weekly retail spend being influenced
£1.5
bn
Influence and inspire shoppers on stunning full motion digital screens
91
Apple IOS 14.5 Data Release*
Apple IOS 14.5 Data Release*