Route adds out-of-home supermarket data

16 May 2014  |  David Pidgeon 
Route adds out-of-home supermarket data

Out-of-home research body, Route, has announced that data for supermarkets has been added to its survey as the organisation signs up two Group M agencies.

Route, which was created last year to supply a new audience measurement currency for the outdoor medium, has measured the outdoor sites at a variety of shopping areas and major motorway services across the UK, with MEC and M4C the first pure play media agencies to sign up to use the research.

The first retail data available currently covers 6,000 sites, including the largest 1,323 supermarkets across the country.

The research, which uses GPS data to reveal the average time spent in the vicinity of any given location, can be broken down into demographics, including age, class and lifestyle, giving a greater insight into the way in which people view and are affected by outdoor advertising.

The latest findings reveal that the average time spent in the vicinity of a supermarket is just over 30 minutes, with the average weekly audience for a billboard in a supermarket parking area or entrance is 20,610.

To create the figures, Route's 'digitises' real world environments, in this instance creating 46,000 separate pathways, connecting 8,850 entry and exit points around outdoor retail spaces.

"I believe we have once more broken ground in audience measurement," said James Whitmore, managing director, Route.

"The detail involved in modelling is astounding, and the end product will enable out-of-home to plan, trade and evaluate with even more sophistication.

"The news that MEC and M4C have signed up is great as this data will be hugely useful for media agencies to plan their campaigns."

Chris Marjoram, managing director at out-of-home agency, Rapport, added: "This is a significant step in proving outdoor's value and accountability to brands. We now not only know how people behave as they travel, but what they see when shopping.

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