OOH is once again leading in terms of overall reach and time spent
In its new TouchPoints report Making Sense reports the IPA (Institute of Practitioners in Advertising UK) this week reported that “Increasingly media planners are facing challenges when building broad-audience, high-reach campaigns, and with the exception of OOH, no single curated channel can reach 90%+ of All Adults per week…OOH is once again leading in terms of overall reach and time spent.”
Social Activity Increasing
Wave 26 of the ESRI’s Social Activity Measure – which is based on data collected during the week to January 25th, reported a large increase in social activity, especially following the 21st January announcement. People visited more locations outside the home, during both the previous week and the previous day. Visits over the week increased for all locations. Significant increases were seen in visits to shops/ businesses, work, café/pubs/restaurants, exercise, event, and hotels/B&Bs. There was also a sharp recovery in intercounty travel.
The Social Activity Measure (SAM), a behavioural is a collaboration between the Department of the Taoiseach and the ESRI’s Behavioural Research Unit (BRU). The study collects data from 1,000 respondents every two weeks.
Consumers embracing Everyday Experiences
Deloitte’s Global State of the Consumer Tracker regularly polls 40,000 individuals across 18 countries (including 1,000 Irish respondents), capturing a continual snapshot of worldwide consumer sentiment. The latest wave conducted on February 1st finds Irish consumers’ safety concerns continuing to decrease.
Nearly 4 in 5 Irish adults now feel safe visiting a store, up from 62% in December while three quarters of us are comfortable engaging in person-to-person services, up from 60% at the end of last year. Two thirds of respondents now feel safe visiting a restaurant.
58% of us plan to spend on leisure travel in the next four weeks. Over half of us also plan to stay in a hotel in the next three months while 37% intend to fly internationally, peaking at 49% of 18-34s