9th October 2020
Retail Tops OOH Investors in 2020
Next week we will publish our third quarterly Posterwatch OOH market review. Q3 has improved cycle by cycle and the sector is gaining momentum as we enter the final stretch of a tumultuous 2020. With news dominated this week by speculation around further restrictions on movements, the current standing is that the rest of the country has joined Dublin and Donegal at level 3 of the government plan for living with COVID. As the data over recent weeks has shown, mobility has held up at approx. 80% of 2019 levels in Dublin and we would expect this to be the case in the rest of the country also as we navigate the next three weeks.
Diageo, Mondeléz and Sky are the three top OOH advertisers for the year so far, closely followed by banking giants AIB and Bank of Ireland. A wide variety of categories are represented among a top ten advertiser list that also includes Vodafone, Lidl, Coca Cola, the National Lottery and McDonald’s.
Unsurprisingly, Retail retains top category on the medium in 2020, with Tesco and Musgrave Group joining Lidl among the top twenty advertisers. Finance and Beers & Ciders make up the top three.
More to follow on that next week but for this week in Now Near Next we look at how cycling as a mode of transport continues to thrive, new developments in Ireland’s DOOH portfolio and how consumers are gearing up for Christmas.
Apple Mobility Trends
Apple’s routing requests mobility data on Tuesday 6th October shows driving in Ireland at 83% of January’s pre COVID-19 baseline and more than 2 ½ times higher than that recorded in mid-April (32.6).
Transport Infrastructure Ireland – National Road Car Traffic Report
TII provides traffic trend information derived from a sample of ten traffic counters located on the national road network during the peak morning travel hours from 7:00AM to 10:00AM. As of Friday 2nd October, car traffic volumes are down by a combined 18% on the equivalent day one year ago. They are 2.66 times higher than those recorded on Friday 24th April.
TomTom Traffic Index
The TomTom Traffic Index provides detailed insights on live and historic road congestion levels in cities around the world. Congestion level in Dublin for the first four days of this week (Mon-Thur) averaged 40%, 21% less than the standard daily congestion in 2019. It is 2.8 times higher than that recorded in mid-April (14.5%).
Locomizer Auto Mobility
Latest data from Locomizer, based on analysis of mobile phone location data via anonymised app reporting, shows that auto mobility levels in ROI, which are calculated though a combination of mobile users, time, and signals, are at 85% of where they were pre-COVID-19.
CSO Transport Bulletin
Traffic counter data shows that traffic volumes for the week commencing 27 September were 19.2% lower in regional locations and 26.4% lower in Dublin than the same week in 2019. Dublin volumes are 3.2 times higher than that recorded in mid-April. There has been an increase of 6.9% in the volume of cyclists in Dublin city during off-peak hours in September 2020 compared to September 2019.
August Boosts Retail Sales Even Further Figures recently released by the CSO show retail sales in August surpassed last year’s figures and were higher than sales in February, before the pandemic dramatically reduced consumer activity.