Data Dictionary
Route is the Joint Industry Currency, providing Great Britain's out-of-home (OOH) advertising medium with audience data for adults aged 15+. The audience information which we supply means that we provide the industry with data on who sees advertising on posters and digital screens.
Our approach incorporates measures of attention into the metrics we publish so as to report on those “likely to see” the ads. This means that the data is more meaningful for those using Route to plan and buy their campaigns.
This tool displays data from Route R56 (Q3 2025) and includes audience data from one week in March with a spot/break schedule of 10 seconds to 0 seconds.
What's Changed in the New Release?
- Introduction of Adjustment Factors for Shopping Centre Interiors: These new factors are designed to account for the large number of tourists and children in these locations. This brings shopping centre interiors more in line with other environments. These adjustments are applied to audiences only, not to contacts. As such, impacts and frequency will be affected but not reach.
- Population Updates for Shopping Centre Interiors: 23 shopping centres now have updated population counts. These new counts are from 2024 and replace much older counts that were often providing only a snapshot of audiences. 22 out of 23 malls have higher population counts, which leads to significant increase across the whole environment.
- Updates to Frame Inventory: A number of new frames have been added, and a number of frames have undergone classification changes.
Definitions
Impacts
Total number of times the ad/campaign will be seen.
Reach
Unique number of people that see the ad/campaign.
Cover
Proportion of the target audience who are exposed to a campaign in a week. Cover = Reach / Population
Frequency
The average number of times those exposed to the campaign will see it. Frequency = Impacts / Reach