26th February 2021
Much cause for optimism in the world of Out of Home this week. A step-change in audience behaviour will happen next week with the beginning of the phased return of schools and we look at the positive implications for brands and OOH below. It’s the first phase of what is sure to be a sharp increase in activity oudoors as weather improves, mobility increases, vaccines are rolled out and the light at the end of the tunnel becomes a sunburst of collective euphoria. Data from various mobility sources, below, highlights a growing trend in this direction already.
This week we also reveal findings from our ‘Focus on Zero’ research study into the growing market for ‘NoLo’ beverages and share trended information on key effectiveness metrics from our Poster Impact research programme.
Back to School
It’s March 1st next week, and in the topsy-turvy world of 2021, that of course can mean only one thing…….SCHOOL’S BACK!
After a very extended Christmas break, 320,000 children return to the classroom on Monday, beginning the phased reintroduction of in-person learning for our young population. This return to school period will be a key time for so many brands and an opportunity for advertisers to harness OOH’s ability to engage families and key decision makers as they recommence the morning and afternoon school run in their local communities. Our OCS travel and consumer survey indicates that over half of main shoppers notice OOH advertising while on the school run.
At PML Group, we are perfectly placed to create large scale but targeted campaigns with almost 4,000 schools and in excess of 4,200 creches mapped and overlaid with OOH panels on our Pinpoint platform. More than 8,000 OOH panels fall within 500m of a primary school. Also, Locomizer lets us harness the power of mobile by creating category affinity groups based on analysis of mobile phone location data via anonymised app reporting. By looking at travel patterns of those who spend time in and around category POIs we can build and target key audiences including parents with kids.
Weekly Locomizer Auto Mobility up 18.5%
Locomizer mobility data is based on analysis of mobile phone location data via anonymised app reporting. Latest figures (w/e 21st February) show that the auto mobility level in ROI, which is calculated though a combination of mobile users, time, and signals, rose 18.5% week on week.
Generally, mobility trends in main urban centres have outperformed those in rural areas, with Dublin above average at +21% having recovered to 75% of the pre-pandemic baseline.
4% weekly rise in TII Traffic Volumes
TII’s latest traffic trend information, covering the morning period from 7am until 10am and generated from a sample of ten traffic counters located on the national road network, reports a ‘substantial’ 4% weekly increase overall in volumes for Monday-Thursday cumulative.
Examining traffic volumes on the radial routes into Dublin, comparisons with Thursday 18th February are as follows: +4% on the N7 at Citywest, +5% on the M1 at M50 to Airport, +6% on the M11 at Bray and +4% on the M4 at Celbridge-Maynooth.
The M50 (N3 Navan Road to N4 Galway Road) shows a +8% increase compared to a week earlier. In the case of the regional cities the changes in car traffic volumes the 7-day comparisons are as follows: N6 Bóthar na dTreabh Galway +8%, N40 Cork +11%, M9 Waterford +13%, and M7 Limerick +8%.
In the case of the regional cities the 7-day changes in car traffic volumes on Thursday morning are as follows: N6 Bóthar na dTreabh Galway +4%, N40 Cork +7%, M9 Waterford +10%, and M7 Limerick +4%.
92% of people left their home in the last week of January
The Social Activity Measure (SAM) is a behavioural study that records the public response to the risk of Covid-19 infection over time. Designed by the ESRI’s Behavioural Research Unit (BRU), SAM is an anonymous, interactive, online study that surveys people about their recent activity.
This first wave of the study reports results from a nationally representative sample of 1,000 people aged 18 and over who participated in the study on the week beginning January 25th, 2021.
Most people (92%) had left their home over the previous week. A majority (73%) shopped for food and most had walked in their local neighbourhood (53%).
The large majority of participants (81%) believed they were following recommendations to prevent the spread of Covid-19 better than others. People who met three or more people from outside their household were in the highest 25% with respect to social activity, yet they believed they were meeting fewer people than average. Similarly, more than 90% of people believed their behaviour was more careful than average. The figure was only slightly lower for those who had had a close contact the previous day.
At a time in January when case numbers and hospitalisations due to COVID were particularly high, the public were out and about doing things in their localities. As that perceived risk decreases one would assume an upward trend in such activity also.
Spring into Action
With the fine spring weather we have experienced of late, people are out and about locally, making the most of it and enjoying some much-needed leisure time.
This week, DLRCC published footfall counters for its Coastal Mobility Route, the segregated cycle lane which follows the coast road from Dun Laoghaire north to Blackrock and south to Sandycove. On Sunday 21st February, the council observed 4,735 cyclists (at Seapoint) and a further 5,638 pedestrians enjoying a stroll along the east pier.
Bleeper Bike is also reaping the benefits of the good spring weather as it experienced its busiest day of 2021 so far on Sunday 21st February, with a 42% increase in bike usage compared to its second busiest day. It was also Bleeper’s busiest February day on record.
As we move into a new season, the weather and brighter evenings will have a positive effect on OOH’s exposure and viewability. With more people out enjoying local recreation areas, parks, their neighbourhoods and villages, OOH is well placed to connect with audiences at a local level.
Two Thirds of the Nation Staying Local
The third Staying Local Indicator report from the CSO shows the vast majority of the country are continuing to stay local.
The SLI offers insight into the population’s travel patterns and provides daily estimated percentages of the population that have stayed within 10km of home, averaged over the preceding seven days.
During the week ending 12th February, an estimated 66.7% of the population stayed local (within 10km of home). The CSO outlines the propensity of the population to stay within 10km of home tends to differ by county as movement is impacted by a whole range of circumstances and conditions such as levels of urbanisation.
With easier access to amenities and services, Dublin continues to be the county with the highest percentage of the population staying local at 79.7%. Mayo (53.2%) and Roscommon (51.7%) had the lowest percentage of people staying local for the week, however this was attributed to low levels of urbanisation.
Comparing week on week changes in mobility, all counties witnessed a slight decrease in SLI figures (-1.4%), suggesting a modest relaxation in mobility behaviour.
While the report provides a snapshot into the nation’s mobility, the figures do not take into account important variables that contribute to people’s movements such as essential workers commuting or travel for essential purposes such as attending appointments or those who need to travel further for food shopping etc.