[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.