Traffic levels at 90% of pre-covid norm
[12 June 2020] This week, Apple Mobility Data shows a small reduction in vehicular traffic on our roads, when compared to last week (-5%) however, traffic levels remain high at 90% of the pre-Covid baseline. Last week saw high temperatures across Ireland, and people flocked to beaches and beauty spots, including the Mourne Mountains, however a rainy forecast for this week put a damper on people movement. In further easing of lockdown measures, families can now have ‘support bubbles’ with another household, and retail environments can reopen, so we anticipate further uplift in coming weeks.
Footfall in grocery environments remains strong, having plateaued at around 86% of the baseline norm for several weeks now. It’s likely that footfall will increase again slightly in grocery locations, as recent Government restrictions for vulnerable people were lifted, following a strict period of isolation, allowing them to shop for themselves once again.
Audiences through Parks and beaches dipped slightly during the week, again a casualty of poor weather, however by the of the week numbers had recovered to show growth of 7% across the week.
Brands need to look at Out of Home and evaluate everything that it offers, from community noticeboards to innovative 6 Sheets that dispense free products. Out of Home is the oldest form of advertising, and one of the most trusted. It’s also an excellent driver for brand uplift, on its own but also when combined with other media. In the current landscape, brands need to develop an understanding of who they’re trying to reach, and what they want to say. At the minute, we’ve hit a period of relative comfort in the world around us, with many craving normality. Brands should offer this and understand the mood of the audience, adapting their message to reflect the current sentiment.
As audiences continue to mobilise across all segments, the opportunity for Out of Home increases further still. Formats remain strong and in locations which see continued uplift in vehicular and pedestrian traffic, and we’re excited to see our friends in retail reopen and start trading again.
