As the UK enters June, our third month in lock-down, the advertising industry is making slow steps towards a new normal.
Out of home
In our last blog, we looked at how out of home is slowly becoming a more attractive prospect as footfall and traffic increase.
UK roadside traffic has now returned to 71% of normal, rising to 80% outside of London. People are remaining within their local areas, meaning hyper-local roadside and supermarket platforms are becoming a more attractive prospect for brands. This is expected to continue as the government encourages those to avoid public transport where possible.
As lock-down continues to ease across the UK, competition for outdoor media space is expected to be strong as brands rush to engage with an audience who has spent months on indoor platforms.
This rush outside is predicted to coincide with a decrease in the consumption of ‘indoor’ media such as television, video on demand and online.
This possible decline will follow months of record-breaking statistics for these platforms. TV viewing has soared since lockdown (up 24%) to almost 4 hours a day. Read more…
Sky On Demand viewing is up 52%, with younger viewers driving the boost. 16-24 year olds are watching 57% more television when compared to the same time last year.
Daytime television has seen huge leaps too as people are stuck inside. On Tuesday 2nd June, Good Morning Britain had its highest ever share at 26.9%. Good Morning
Britain and Good Morning Britain with Lorraine were up by a combined +18% on the year-on-year slot.
Radio listening figures have also had some bumper months thanks to an increase in day-time listening and the need for a reliable, trusted news source. Read more…
While platforms such as cinema and malls may be a while off being included in short-term media plans, brands are beginning to think long-term and how they will communicate with their audience as they begin adjusting to the ‘new normal.’
Our team have worked hard to stay abreast of the latest media news, market predictions and audience insights to help our clients. If you need any help or advice with your marketing, get in touch with our friendly team today.
Sources: ClearChannel, Global, JC Decaux