Data Dictionary

Route is the Joint Industry Currency, providing Great Britain's out-of-home advertising (OOH) 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. The result of which is more meaningful data for those using Route to plan and buy their campaigns.

This tool displays data from Route R54 (Q1 2025) and includes audience data from one week in March with a spot/break schedule of 10 seconds to 50 seconds.

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