REAL-TIME DATA ANALYSIS
HIGHLIGHTING IMPACT IN THE DATA
DATA EVALUATION TO LOOK FOR AND TO QUANTIFY UPLIFTS IN AUDIENCE Opportunity to use this real time digital data (OptimEyes) to drive the value of OOH In-depth analysis around events, dates and times of day (Amscreen shared 2014 data (April-August)
AMSCREEN DATA TALON ANALYSIS OF EYE CONTACT DATA (REAL IMPACTS AND A SURROGATE FOR FOOTFALL) Measuring activity and active behaviour Day of week Time of day Bank Holidays Seasonal Holidays Easter, Summer Local events
Index DAY OF WEEK NOTABLE UPLIFT TOWARDS END OF WORKING WEEK Thursdays and Fridays show +6% and +14% uplift compared to the average daily interactions. 120 100 94 100 100 106 114 96 85 80 60 40 20 0 Monday Tuesday Wednesday Thursday Friday Saturday Sunday Source: all Amscreen Tesco stores, April-August 2014
Screen interactions TIME OF DAY LATE MORNING PEAK 11AM 1PM is when interactions peak; almost double the hourly average. Shows an active and mobile audience presence in middle of the day. Uplift vs the 9am- 6pm average is +10% (109 at 11am and 111 at 12 midday). 9000000 8000000 11AM: i132 vs. the allday average 12AM: i133 vs. the allday average 7000000 6000000 5000000 4000000 3000000 2000000 1000000 0
Screen interactions (m) AUDIENCE PROFILE DATA - TIME OF DAY PREDOMINANCE OF MALE AND YOUNGER AUDIENCES The number of screen interactions for men is almost twice that of women. Most screen interactions come from 35-64s, but 16-34s also strong and after 4pm that audience is largest. 6 5 4 3 2 1 0 4 3 2 1 0 Male Female 16-34 35-64 65+
Index VALUE OF THE BANK HOLIDAY GETAWAY DAY Bank Holiday get-away days generate an overall increase in screen interactions of +19% vs the daily average 83% of screens showed an uplift in screen interactions during any Bank Holiday 130 125 120 124 120 121 115 110 105 111 100 Easter Thursday 17 April Friday 02 May Bank Holiday Friday 23 Spring Bank Holiday Friday 22 Aug Bank Holiday
IDENTIFYING THE HIGHEST INDEXING BANK HOLIDAY LOCATIONS i 150+ i 130-150 i 110-130 Location of top performing sites around Bank Holiday getaway days - On key A road travel routes - In key travel destinations
Screen interactions (000) SEASONAL AUDIENCES EASTER GETAWAY Strong uplift around the Thursday/Good Friday getaway days 800,000 748,793 700,000 600,000 643,194 603,562 546,501 602,590 500,000 400,000 438,234 300,000 200,000 100,000 0 Thursday Apr 17 Good Friday Apr 18 Saturday Apr 19 Easter Sunday Apr 20 Easter Monday Apr 21 Daily average (Apr-Aug) Easter seasonal index=110; Thursday before Bank Holiday index=124
SEASONAL AUDIENCES SUMMER HOLIDAY PERIOD Viewing audiences are 6% higher during the school holidays. The first Friday of the school holidays sees a significant increase in screen viewers, with audiences increasing by 23% vs the rest of the year. ALL VIEWERS Benchmark 01 Apr 17 Jul & 1 st Sept 31 st Dec Summer 18Jul 31 Aug Screen interactions Screen interactions Summer Index Daily average 568,486 604,390 106 Average Fri 645,061 691,975 107 Average Sat 547,236 576,898 105 First Friday 18 th Jul 568,486 697,195 123 First Sat 19th Jul 568,486 580,699 102
SEASONAL AUDIENCES SUMMER HOLIDAY PERIOD The increase in School holiday viewing audiences is most pronounced among viewers aged 15-34, whom demonstrate a +12% increase in daily viewing figures during this time and a +32% uplift on the Friday school getaway. ADULTS 15-34 Benchmark 01 Apr 17 Jul & 1 st Sept 31 st Dec Screen interactions Summer 18Jul 31 Aug Screen interactions Summer Index Daily average 242,572 271,894 112 Average Fri 273,038 308,357 113 Average Sat 237,811 261,817 110 First Friday 18 th Jul 242,572 319,623 132 First Sat 19th Jul 242,572 261,471 108
LOCAL NATIONAL EVENTS CLEAR UPLIFTS AROUND LOCAL AREA AND TRAFFIC ROUTES One offs Weekends Longer 126 93 104 95 99 121 111 118 107 106 140 125 106 101 106 108 105 Average indexes Peak indexes 112, 112, 102 140, 140, 114 * Based on Year-round analysis of OptimEyes data by Talon
STORE LOCATION AND PERFORMANCE GLASTONBURY FESTIVAL, LATE JUNE POI Closest store Near stores Thursday Friday and Monday/Tuesday Significant uplift around whole period either side
STORE LOCATION AND PERFORMANCE GRAND NATIONAL AINTREE, APRIL POI Closest store Near stores Friday and Saturday uplift around course and on route in from north
STORE LOCATION AND PERFORMANCE LATITUDE, SUFFOLK POI Near stores Friday uplift on key routes and close to location
SUMMARY METRICS TO APPLY TO MOBILITY OF OOH AUDIENCES Fridays +14% 11pm Coffee time +31% Bank Holiday Getaway +19% Summer / Summer Hols Getaway +6% / 23% Festivals +12% Sport events +13%