School traffic remains high
Additionally, schools and colleges are also open, and students have returned to university campuses, boosting the population in these areas. School traffic in Northern Ireland accounts for a significant number of vehicles (and those of us who enjoy a quicker summer commute are testament to this). According to the Department for Infrastructure Continuous Household Survey (2018/19), 67% of primary school pupils arrive at school by car, and 38% of post-primary pupils.
22% of primary pupils and 14% of secondary pupils walk to school, most common in urban environments where OOH displays are plentiful. In fact, we work hard to ensure young audiences are protected from unsuitable campaigns, so have all schools in NI mapped, so targeting the school route would be simple and effective.
Using TomTom congestion data, there is minimal change in the traffic levels in Belfast through the latter half of the week, suggesting the further restrictions haven’t impacted mobility. This data shows that the morning and afternoon rush hours are still slightly lower than 2019, however weekend travel is unaffected YoY.