Payday Splurge

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How?

Who?

Which?

When?

What?

Payday?

Research undertaken by the Money Advice Service found that people seem to behave differently to standard economic theory (which says that people spend regardless of income arrivals). In fact a psychological response creates a feeling of being flush with cash, so we spend our wages despite the income being fully expected each month. More recent research from Nationwide shows that we are continuing to splash the cash when those much awaited pay cheques arrive. Around a fifth of us saying that half of our spending money, excluding bills and essential items, is gone within the first two days of being paid.

Reach Build mental availability in all potential buyers…

Activation Nudge likely buyers to make a final purchase…

of us are more likely to splash out on unusual purchases within a week of being paid*

55%

22%

of UK workers spend more than half their spending money within 2 days of payday*

The power of OOH to engage payday shoppers

Source: *Nationwide Building Society survey of 4000 UK workers, 2019

Most payday shoppers have a product type in mind as payday approaches

Most of us receive our monthly salaries at the end of the month

Most of our paydays occur monthly

84%

70%

80%

Clear Channel conducted a survey of 1,000 UK adults to understand when we get paid and what our spending habits are.

When do the UK population get paid?

Source: Nov 2017 Panelbase 1,000 - UK adults receiving income

Friends

Kids

Family

Partner

21%

12%

24%

37%

Myself

Most payday shoppers like to treat themselves but will also splash out on their partners and kids.

Who do we like to treat?

Source: Toluna Payday survey Nov 2024 UK adults receiving income N=1000

+16%

+17%

+18%

Sales effect

Ad recall

Brain activity (neuroscience)

Digital OOH ads that include timely call-outs (e.g. referencing payday at the end of the month) tend to generate a stronger audience response.

Source: *The moments of Truth, Neuro-Insight 2020. Brain activity: contextually relevant DOOH vs not contextually relevant DOOH. Ad recall: contextually relevant DOOH vs non contextually relevant DOOH. Sales effect: dynamic DOOH vs no ads.

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Clear Channel’s Digital OOH estate offers advertisers the flexibility to activate campaigns on specific days. Advertisers can ensure their brand is top-of-mind as payday approaches and then prompt shoppers with payday messages at key locations (high streets, malls and supermarkets) and times, after they have been paid.

Activate Digital OOH messages when people are more likely to shop and spend more.

How can advertisers benefit?

Research shows, Digital OOH ads are more impactful when displayed at relevant times.*

Source: *Adshel Australia, The Context Effect, 2016; Contextually relevant vs standard DOOH ads

Payday, it matters more than ever

After several challenging economic years, UK working adults now feel it’s more important than ever to treat themselves and their families after payday. Clear Channel conducted a survey of 1,000 UK working adults to understand their payday schedules and spending habits. The majority of working Brits are highly aware of payday’s arrival. Many manage to save a portion of their earnings before indulging in a treat for themselves or their families, often something they’ve had their eye on for a while.

of working adults think, after a tough few years, its more important than ever to treat themselves

of working adults are conscious of when their payday occurs

are able to treat themselves after payday as well as adding to their savings

have waited for payday to arrive before buying a product/service

78%

77%

68%

79%

Source: TolunaStart Aug 2021 750 – UK adults receiving income

Pets

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splurge

Payday

Contact your sales representative to find out more about planning your “Payday splurge” campaign.

Food & drink at home

Going out

Entertainment Out of Home

Beauty

Tech & gadgets

Other

Clothing & accessories

Home & garden

Entertainment at home

Holidays

Clear Channel's Digital Out of Home network, with its extensive reach and flexibility, provides the perfect opportunity to engage payday shoppers at just the right moment.

splurge

Payday

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18%

Sprucing up our home or garden with some new items or DIY projects seems like a sensible way to spend our wages

This could be anything else from sports equipment to treats for our pets!

Payday seems like a good excuse to invest in some new wireless headphones or that mobile upgrade that we’ve been waiting for

Payday is the perfect opportunity to pamper ourselves a little after all our hard work

A trip to the cinema or fun day out with our family/friends feels like a good reward for all our hard work

Eating out at restaurant or going to the pub with our friends is one of our favourite treats

As a nation, we love to treat ourselves to a larger than usual food shop, a cheeky takeaway or our favourite tipple.

Many of us wait for our wages to arrive before we splash out on that holiday we’ve been planning

Many of us like to buy a book or a new game either for ourselves or our children when our pay cheque arrives

We often wait until payday to treat ourselves to some new clothes or a pair of trainers we’ve had our eye on

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When do the UK population get paid?

Clear Channel conducted a survey of 1,000 UK adults to understand when we get paid and what our spending habits are.

of our paydays occur monthly

77%

of 18-34s say that, as a result of the pandemic, they are even more conscious of when payday is approaching

71%

of us get paid in the last week and half of the month

79%

of 18-34s have a product type in mind to buy as payday approaches

93%

Source: TolunaStart Aug 2021 750 – UK adults receiving income

clearchannel.co.uk

Why call out ‘payday’ in your ad message?

Payday, a high engagement moment

Payday is about more than just receiving a pay cheque and treating ourselves. For the majority of working Brits, payday significantly influences their overall mood. Three in four adults surveyed reported feeling more positive or happy. Consequently, this makes shoppers more receptive to commercial messages.

of working adults think payday has an impact on people’s mood

81%

feel happier or more positive on payday

73%

of working 16-34s feel more open to advertising after payday

61%

if advertisers reach a happy or relaxed audience their ads are far more likely to be noticed.

- Richard Shotten

Academic studies and experiments over the years have found evidence that positive mood affects an audience’s interaction with advertising. Studies have found that not only are audiences more likely to notice advertising when they are in a happier or more positive mood state but they are also more likely to like the ad and to take some form of action.

Source: Toluna Payday survey Nov 2024 UK adults receiving income N=1000; UK 16-34s receiving income N=315 Studies into mood and impact on advertising: 2016 Richard Shotten & Laura Maclean; Theobolds Road Consulting 2019; Fred Bonner, Professor of advertising, 2007

Reach

Broadcast channels like OOH allow brands to reach wide audiences across the country. Building mental availability and ensuring brands are top-of-mind when payday arrives.

The biggest growth opportunities come from increasing market penetration, not loyalty.

- Byron Sharp

Of working Brits purchase items around payday that they’ve been thinking about for a while

70%

Of working 18-34s say there are certain brands that always come to mind around payday

61%

Of working 18-34 choose a payday purchase from a ‘mental list’ of several items

66%

Source: Toluna Payday survey Nov 2024 UK adults receiving income N=1000; UK 16-34s receiving income N=315; Route v52 fortnightly % reach of 15-64s in employment, Digital OOH 1in6 SOT

Fortnightly reach (%) of working adults

88%

62%

Clear Channel OOH

Clear Channel DOOH

London workers

Regional workers

DOOH Reaching workers across the nation (%) reach of working adults

67%

57%

Activation

Activate Digital OOH around payday to encourage consumers to take action when their motivation (reward for hard work) and ability (cash in the bank) are heightened.

Behavioural Science professor BJ Fogg suggests that for a behaviour to occur, people must be…

Source: Toluna Payday survey Nov 2024 UK adults receiving income N=1000; UK 16-34s receiving income N=315; B J Fogg Behaviour Model

Sufficiently motivated Have a desire to perform the behaviour e.g. ad messages that tap into the payday moment of pleasure/reward.

Have the ability to perform the behaviour Make it as easy as possible for someone to act right away e.g. serve ad messages at the end of the month when we have spending money in the account.

Be triggered to perform the behaviour Prompt behaviour at relevant moments e.g.reach workers with ad messages on high streets and in malls at the end of the month.

Fogg Behaviour Model

working 16-34s have been prompted to buy something they’ve seen advertised around payday

2 in 3

of working adults receive their salary on a monthly basis***

78%

of 16-64s are employed in the UK. 25m people in full time employment and 8m working part time*

75%

of people paid monthly, receive their salary in the last week of the month***

75%

of the UKs working population can be reached by Clear Channel’s Digital OOH estate**

62%

Payday patterns in the UK

The most common pay frequency remains unchanged, and is monthly with most workers receiving their salary within the last week of the month.

Which products do we spend on?

Food, going out and clothing are the favourite things for payday shoppers to splurge on after receiving their pay cheques.

22%

21%

17%

12%

Food / Snacks

Going Out

Clothing

Entertainment (Cinema / Games)

Beauty

Accessories

Tech / Gadgets

Other

After payday, many gamers feel more financially comfortable and are willing to buy new video games or renew their subscriptions to gaming services

7 in 10 18-34s say they usually have to wait for payday before buying a holiday

For many, spending on in-home entertainment after payday serves as a reward or relaxation after a busy work period

1in2 18-24s often or always head to the high street or mall soon after payday

For many, spending on in-home entertainment after payday serves as a reward or relaxation after a busy work period

Most of us have to wait for payday before we can treat ourselves to those big ticket tech items

Payday gives us the perfect excuse to pamper ourselves a little after all our hard work

Payday often provides consumers the opportunity to indulge in entertainment or leisure activities like the cinema or days out that may not be a priority during leaner times

4 in 5 working 18-34s have arranged a social activity as a result of being paid

50%

46%

28%

17%

20%

25%

18%

24%

Food & drinks at home

Beauty

Home improvements

Streaming

Holidays

Clothing

Tech

Going out

Entertainment Out of Home

% difference between respondents identifying as positive mood vs. less positive

of working 18-34 have arranged a social activity as a result of being paid

80%

***Source: Toluna Payday survey Nov 2024 UK adults receiving income N=1000; UK 16-34s receiving income N=315; **Route v52 based on 15-64s in employment, 1in6 SOT *House of Commons Library: UK labour market statistics 12 November 2024

Source: Toluna Payday survey Nov 2024 1000 - UK adults receiving income

Source: Toluna Payday survey Nov 2024 UK adults receiving income N=1000

48%

Takeaways

25%

Hobbies

Gaming

Other Ents

14%

13%

Sprucing up our home or garden with some new items or DIY projects seems like a sensible way to spend our wages

Payday can bring a sense of celebration or relaxation, prompting individuals to spend on takeaway meals for themselves and others

Payday and spending on streaming services are often closely linked, as payday provides the financial flexibility for individuals to renew, upgrade, or subscribe to streaming platforms they enjoy

As a nation, we love to treat ourselves to a larger than usual food shop

47%

working 16-34s have been prompted to buy something they’ve seen advertised around payday

2 in 3

Click to reveal

Hover to reveal the research

CCUK OOH reaches 88% of workers

CCUK DOOH reaches 62% of workers

67%

Reaching workers across the nation

London workers

57%

Regional workers

Payday often provides the financial freedom for individuals to invest in their personal interests

+65% likeability

+77% recall

+22% action taken

How can advertisers benefit?

Activate Digital OOH messages when people are more likely to shop and spend more.

SUN

MON

TUE

WED

THU

FRI

SAT

Research shows Digital OOH ads are more impactful when displayed at contextually relevant moments.*

Brain activity (neuroscience)

+18%

Ad recall

+17%

Sales effect

+16%

Source: TolunaStart Aug 2021 750 – UK adults receiving income

Who do we like to treat?

Most payday shoppers like to treat themselves but will also splash out on their partners and kids.

Myself

62%

46%

19%

36%

Partner

Family

Kids

Friends

Pets

When do the UK population get paid?

Clear Channel conducted a survey of 1,000 UK adults to understand when we get paid and what our spending habits are.

70%

Source: TolunaStart Aug 2021 750 – UK adults receiving income

When do the UK population get paid?

Clear Channel conducted a survey of 1,000 UK adults to understand when we get paid and what our spending habits are.

of our paydays occur monthly

77%

of 18-34s say that, as a result of the pandemic, they are even more conscious of when payday is approaching

71%

of us get paid in the last week and half of the month

79%

of 18-34s have a product type in mind to buy as payday approaches

93%

Source: *Nationwide Building Society survey of 4000 UK workers, 2019

What happens around payday?

Payday, it matters more than ever

***Source: Toluna Payday survey Nov 2024 UK adults receiving income N=1000; UK 16-34s receiving income N=315;

Payday patterns in the UK

Reach Build mental availability in all potential buyers…

Click me

Source: Toluna Payday survey Nov 2024 UK adults receiving income N=1000; UK 16-34s receiving income N=315; Route v52 fortnightly % reach of 15-64s in employment, Digital OOH 1in6 SOT

CCUK OOH reaches 88% of workers

CCUK DOOH reaches 62% of workers

Reaching workers across the nation

67%

London workers

57%

Regional workers

Activation Nudge likely buyers to make a final purchase…

Click me

Fogg Behaviour Model

Food, going out and clothing are the favourite things for payday shoppers to splurge on after receiving their pay cheques.

Which products do we spend on?

Source: Toluna Payday survey Nov 2024 UK adults receiving income N=1000

SUN

MON

TUE

WED

THU

FRI

SAT

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of working adults are conscious of when their payday occurs

77%

of working adults think, after a tough few years, its more important than ever to treat themselves

78%