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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
2%
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
2%
Click me
Click me
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
Show the research
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
2%
6%
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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%
8%
7%
7%
6%
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.
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WED
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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.
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%
5%
7%
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
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.
***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
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.
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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%