Limerick in Numbers: What you Need to Know About the Treaty County

Steeped in history and heritage, Limerick is Ireland’s third largest city. The population has remained relatively stable between the Census period of 2011 and 2016, seeing a modest increase of 1.6%. Here we delve into some of the key statistics that makes OOH so effective in reaching Limerick audiences.

As location-based marketing experts, we combine our audience and location expertise to aid the development of our OOH campaigns to ensure our clients receive the most precise and targeted media solutions.

While OOH has a higher density in the capital, regional cities and areas should not be underestimated for their potential to maximise OOH effectiveness and campaign success. OOH is the only channel that allows brands the opportunity to reach a mass audience rapidly and consistently. Expanding geographical targeting enhances OOH’s role to do just that.

Home to Adare Manor and Irish Coffee, Limerick is the third-most populous urban area in the state, and the fourth-most populous city on the island of Ireland.

Limerick’s population stands at 194,899 with 94,192 living in urban areas. It has a relatively young population with 50% under the age of 35 and gender is pretty evenly spilt.

The student population is booming with two major third level educational institutions located in the city- University of Limerick and Limerick Institute of Technology.  It is home to many biopharma and ICT companies such as Dell. The CSO County Income report shows that Limerick has the highest disposable income per person in Ireland outside Dublin.

In terms of commuting, Limerick experienced a 31% congestion level in 2019 and the most popular means of travel is by car. Rail and bus commuting figures are in good health too with 3.5 million journeys taken on Bus Eireann in 2018 and 3,564 daily train boardings.

The city has a large retail district which includes a mix of modern high street stores and large shopping centres. O’Connell Street and Cruises Street are considered the main shopping streets in the city.

In terms of OOH, there are 539 panels in situ and Munster accounts for 8% of all DOOH inventory, offering a wealth of OOH touchpoints for advertisers to communicate with the limerick audience.

Shannonsiders are receptive to OOH advertising too. A whopping 74% have seen some form of OOH advertising in the past week. 21% have researched a product/service as a response to seeing an OOH ad and were 37% more likely to talked with friends and family about a product/service/brand after seeing an OOH advertisement (index: 137).

As outlined, location and audience insights offer us a rich source of data to inform OOH strategy and planning. Insights garnered from the Census and PML Group tools such as OCS, Locomizer and Pinpoint enable our planners to build campaigns that connect the correct audiences and locations with brands.

  • Limerick in Number inforgraphic research piece

Sources include;

  • Census 2016
  • NTA
  • TGI
  • Tom Tom Traffic
  • Clear Channel
  • JCDecaux
  • Poster Universe