New joint Out-of-Home (OOH) insight “A spring into renaissance” by JCDecaux UK and Clear Channel suggests reach will quickly recover to pre-pandemic levels as Covid restrictions relax. The insight suggests that by 17 May, reach on OOH Roadside campaigns will have fully recovered – delivering the same percentage of unique individuals that see an OOH ad during a campaign, as before the pandemic.
This insight marks the next step in the collaborative approach by JCDecaux UK and Clear Channel to provide insight that benefits partners and clients. JCDecaux UK and Clear Channel intelligence hubs have focused on impressions/impacts and sentiment during the pandemic, with this “A spring into renaissance” bringing new understanding of the recovery of reach – key to campaign planning and delivery. Weekly insights are delivered on the Out of Home Audience Hub.
From 12 April 2021: The study predicts that OOH Roadside campaigns will deliver 90% reach and 75% impacts/impressions of pre-Covid levels, as non-essential retail opens up and pubs and restaurants reopen outdoor seating areas.
From 17 May 2021: the study predicts that OOH Roadside campaigns will deliver 100% reach and 85% impacts/impressions of pre-Covid levels, as indoor hospitality returns, the rule of six is removed and many indoor and event venues reopen.
Mark Bucknell, Chief Commercial Officer of JCDecaux UK said,
“Outdoor is known as the big reach medium and as we come out of lockdown, our study with Clear Channel shows that reach will quickly spring back to pre-pandemic levels on Roadside as lockdown restrictions relax. This is an important finding for our clients, who can be confident about the reach of OOH campaigns, a key metric for brands as our audiences return.”
Richard Bon, UK Managing Director & Europe Commercial Lead, Clear Channel said,
“There will be a renaissance in reach as the lockdown in England begins to ease and Out-of-Home audiences return. This study with JCDecaux shows that reach will recover even faster than impressions as we reach the key dates of 12 April when retail opens up and 17 May when outdoor events return and the rule of six ends – delivering 100% reach and 85% of impressions.”
Summary of methodology
The study looked at medium-weight campaigns across media owners, covering classic and digital OOH, using Route data to give a base of their pre-pandemic reach and frequency. The study used mobile data to understand what those campaigns would have delivered during key periods of lockdown in 2020, enabling forecasts for 2021.
Three key periods were chosen: November 2020 (In lockdown but schools were open) replicating 8 March 2021; June 2020 (retail opened on 15 June and schools were open), replicating 12 April 2021; and July 2020 (schools, retail and hospitality were open), replicating 17 May 2021.