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 R55 (Q2 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?
- TIM6.5 Update: Vehicular counts updated from AADF 2022 to 2023, affecting all roadside, taxi, and bus environments. Overall ~2.4% increase, but varies by region.
- External Environment Count Updates: New rail, underground, and motorway service station data, with notable increases (e.g., +13% in rail station counts).
- Moderating Factor Changes: New rules applied so that if new count data is available, no moderating factor is applied. Tesco data now used for Supermarket Exterior moderating.
- Travel Survey Sample Update: Survey sample period now includes 2023-2024 fieldwork, replacing older 2017-2018 data.
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