On the road again

[21st May] Driving in Northern Ireland continues to increase, up 5% week on week to 125% of the baseline. As further relaxation of the restrictions continues, this is likely to grow further as the ‘stay local’ messaging is removed from Monday 24th. The ever-increasing audience is moving around NI, with each journey exposing audiences to campaigns, building frequency and reach all the time.

Footfall in retail and recreation locations, according to Google Mobility Data has also remained static, a its highest level since before Christmas. Workplace footfall is seeing a slight uplift, increasing by 10% to 71% of the norm, however some of this uplift will be adjustment following a decline due to the early May Bank Holiday.

Grocery and pharmacy locations remain popular, with audiences growing weekly. A further 3% increase was seen in the last week, bringing average footfall to 11% above baseline. Point of sale Outdoor formats continue to offer excellent visibility to audiences as they shop. Parks also saw increased footfall, increasing to 20% above baseline once again. Seasonal fluctuations as a result of weather are evident, however audience flow within these locations is still strong, and OOH in proximity should be considered for leisure, tourism and FMCG clients.