Increase in OOH Exposure Confirmed in latest TGI Survey
The release of the ROI TGI 2023 R1 data has verified that people are spending more time Out of Home while also seeing more OOH. The study confirms that OOH is especially good at reaching elusive young, urban, upmarket audiences.
Gen Z (born 1997 on) consume Outdoor Media for an average of nearly ten hours per week, which is more than all other forms of traditional broadcast media and over three times as long spent watching VOD or online videos.
64% of Irish adults recall seeing at least one form of OOH advertising in the past week, rising to 69% of Dubliners (Index 109), 75% of 16-24s (Index 117) and 67% of ABs (Index: 106). The combined strength of classic and digital formats in underlined with them coming in at 59% and 55% respectively.
In terms of who is most exposed to the media (the top OOH Quintile 20%).
- 22% Dubliners (Index 109)
- 31% 16-24s (Index 157)
- 24% ABs (Index 119)
Younger people spend more time travelling with 35% spending 9 hours or more going so per week (Index 145). This rises to 43% of 16-24 year old Dubliners (Index: 177).
In relation to the location and the type of ad noticed by those who have seen Outdoor advertising, 63% have seen some form in supermarkets in the past week (up 5%). 43% have seen poster or screen advertising in shopping centres / malls (up 3%). 41% have seen ads on Bus Shelters rising to 57% in Dublin while a third of OOH consumers in Dublin have seen ads on buses.
Nearly half of those who have seen an Outdoor ad have used their phone to learn more about the advertised product or service.
A third of 16-34s have used their mobile to make an actual purchase in response to an OOH ad. The research also shows that OOH not only prompts online action, it also drives footfall into physical outlets, with 26% of respondents having gone to a store to buy a product in response to an OOH ad.
Public Transport Usage Increases
A quarter of Irish adults use public transport at least once a week, up from 21% last year. This rises to 48% of 16-24s and 44% of Dubliners. More than a fifth of Dubliners avail of public transport five or more times each week.