Return Audience Hub

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 v37 in proximity to Clear Channel sites 14/02 - 20/02 vs. 06/01 - 08/03/2020. Find out more about our baseline. *Route 37 (RADAR adjusted) w/c 14/02/21

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

Residential*

Clear Channel’s OOH portfolio audience levels 2020-21

% 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

DIGITAL

UK Lockdown

Encouraged back to work

+6%

Non-essential retail returns

pts

CLASSIC

n/a

13,590

Parks*

DIGITAL

CLASSIC

n/a

5,371

Asda + Sainsbury’s*

DIGITAL

CLASSIC

679

n/a

Retail Parks**

DIGITAL

CLASSIC

308

1,508

Malls*

DIGITAL

CLASSIC

446

n/a

Local High Streets**

DIGITAL

CLASSIC

879

5,738

Secondary City & Major Town Centres**

DIGITAL

CLASSIC

1,177

2,594

Major City Centres**

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

England

*26/07 - 01/08

Scotland

Wales

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…

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

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

+33

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

DIGITAL

291

Clear Channel’s portfolio within seaside resorts

117

FRAMES

CLASSIC

1,780

DIGITAL

150

1,630

Find out more about this audience

pts

RoR

60%

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

pts

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

pts

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

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*

Baseline Period

Audience rates within restricted areas and for UK’s largest cities

London

CITY CENTRE

NON CENTRE

Cardiff

CITY CENTRE

NON CENTRE

Birmingham

CITY CENTRE

NON CENTRE

Glasgow

CITY CENTRE

NON CENTRE

Bristol

CITY CENTRE

NON CENTRE

London

CITY CENTRE

NON CENTRE

Cardiff

CITY CENTRE

NON CENTRE

Birmingham

CITY CENTRE

NON CENTRE

Glasgow

CITY CENTRE

NON CENTRE

Bristol

CITY CENTRE

NON CENTRE

Leeds

CITY CENTRE

NON CENTRE

Liverpool

CITY CENTRE

NON CENTRE

Newcastle

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

pts

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.

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

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

ALL Audience levelS

38%

60%

+22%

Roadside Return

92%

81%

Tier 1

High

81%

Very High

Medium

Tier 2

Tier 3*

Difference

February

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 / 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

Takeaway

Substantial meals

current Roadside audience level

80%

86%

94%

current roadside DIGITAL Panels current roadside CLASSIC Panels

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

pts

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

Total

Roadside

Supermarkets

Malls

Impact of restrictions on audience levels

Audience attitudes and behaviours

Current audience levels

March

w/c 14th

Download the slides

To see the full dashboard, view this page on desktop.

6 in / outdoor

Work from home

Health & Fitness only

50% capacity (max 2k)

50% capacity (max 4k)

% 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

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

pts

Find out more about this audience

Source: Globaldata

Retail Occasions | Now available

Annual net worth of nine retail occasions

of all total retail spend

growth since 2014

£37

pts

Find out more on the RETAIL OCCASIONS HUB

Just nine core occasions account for £37bn in UK retail spend every year. With the pandemic as a backdrop, people have continued to make the most of these occasions to connect with friends, family and loved ones – albeit differently. From Valentine’s Day to Christmas, our new Retail Occasions 2021 insight series is here to help you better understand which occasions can help you drive growth this year, and where the opportunities lie. We’ve got all the data and insights you’ll need to help you develop successful advertising strategies that unlock 2021’s full retail potential.

Click + Collect

ALL Audience levelS

Difference

w/c 30th

w/c 14th

February

March

38%

60%

+22%

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**

Roadside weekly unique reach*

Roadside weekly impacts*

Supermarkets vs. February 2020**

All audience levels vs. w/c 30th March 2020

+20

pts

Total audience impacts by environment

1.2

Total

Roadside

Supermarkets

Malls

Route 37 (RADAR adjusted)

The data shows us it’s a March towards

“A gradual easing of restrictions could begin in the first or second week of March.”

Nadhim Zahawi, Vaccines Minister

Sources: UK Government Coronavirus (COVID 19) in the UK, Latest Government press briefings; JCDecaux Sentiment Tracker 2021 Photo credit: POOL / VIA AFP-JIJI

Schools expected to reopen on

/03

Mar

No.1

Country for vaccine roll-outs in Europe

Average non-lockdown (inc. tiers) Roadside audience

increase in holiday bookings for easyJet

250

As soon as able, audiences flock back:

Sources: JCDecaux Sentiment Tracker 2021; RADAR 2020. Photo credit: Te lensFix

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

Retail Occasions Insight

March and the significant milestones

Optimism, expectations and desires

A clear opportunity springs forward

With Christmas spirit tempered, people are looking forward to Spring as a route back to normality, family and friends.

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.

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

100

% of UK adult population received vaccine

32 million including all over-50’s vaccinated

15 million of the most vulnerable vaccinated (top 4 priority groups)

All UK adults offered vaccine

Jan

Apr

Feb

Mar

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

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%

Start of British Summer Time (clocks go forward)

Monday 22nd March

Sunday 28th March

Thursday 1st April

Friday 2nd to Monday 5th April

Start of Easter school holidays

Easter Bank Holiday Weekend

First week of Spring

Discover more

Download the slides

Audience level is based on adsquare mobile data, Route v37 in proximity to Clear Channel sites 31/01 - 06/02 vs. 06/01 - 08/03/2020. Find out more about our baseline. *Route 37 (RADAR adjusted) w/c 31/01/21. **YoY audience levels 31/01/21 vs. Feb 2020

Roadside weekly impacts*

Find out more on the RETAIL OCCASIONS HUB

Roadmap to OOH’s Renaissance

Monday 8th March

Monday 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).

HM Government, Covid-19 Response - Spring 2021

12th April (earliest)

At least five weeks after Step 1

Step 1

Step 2

Step 3

Step 4

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.

17th May (earliest)

At least five weeks after Step 2

Step 1

Step 2

Step 3

Step 4

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%

21st June (earliest)

At least five weeks after Step 3

Step 1

Step 2

Step 3

Step 4

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.

The latest Government announcement outlines the roadmap out of lockdown that sees restrictions lift and audiences spending more time out of home.