What does Route do?
Route produces audience estimates for out-of-home advertising in Britain. The data we publish tell subscribers how many people see an advertising campaign, and how often they do so. The information is used as the currency for planning, trading and valuing advertising investment in the medium.
History of Route
Route was launched in February 2013. It is the successor to Postar, the previous currency that was set up in 1996. Route retains the visibility (eye-tracking) work that was carried out for the Postar currency, adding new work for dynamic images and illumination. Apart from this, the system is entirely new, and reflects the changing world around us.
How to subscribe
If you would like to subscribe to Route data please contact the office on 020 7317 2770. A member of the team will be happy to talk you through the process.
Access the data
In addition to paying a Route subscription fee, you will need to purchase a software licence in order to view and analyse the data. Please contact either Telmar Communications or Kinetic Worldwide or Data Forwards for more information about their software systems.
Additionally an API has been developed and launched in early 2017. Please contact Mediatel Ltd for more information about getting access to this.
How much does it cost?
The rate card for 2016 is available to download here.
Please take a look at our FAQs page if you are looking for more information.
Ownership and funding
Route is a non-profit making organisation, run on commercial principles.
The trade associations for the buyers and sellers of the medium underwrite Route jointly. The IPAO represents the interests of the specialist poster agencies (or planners & buyers) working on behalf of advertisers. Outsmart represents the interests of the media owners (or sellers).
The underwriting agencies are Kinetic Worldwide, Mediacom Outdoor, Posterscope, Rapport Worldwide and Talon Outdoor. The media owner guarantors are Clear Channel Outdoor, Exterion Media, JCDecaux and Primesight.
Route receives additional income from subscriptions to the service.
As a Joint Industry Committee (JIC), Route is independent of any special interests. Its board of directors has an equal representation from the buyers and sellers of the medium. An action group considers the approach to the research methodology and its future direction.
Route is committed to a continuous programme of research and development to meet the evolving needs of the marketplace.
Joint Industry Currency Quality Assurance
The Joint Industry Currencies (JICs) are owned by the industry – advertisers, agencies and media owners – to provide transparent and objective audience measurement for each medium. These data are produced and sold at cost providing both industry accountability and a robust trading currency for each medium.