...Out and About, Under the Influence
The following statistics relate to situations with a realistic opportunity to see outdoor adverts. (For more on Route's 'likelihood to see' measure, see Eye Tracking). The source data is Route R14.
Outdoor advertising: exposure
1. ABs are exposed to 74 ads per day- the most of any social group.
2. ABC1s are shown 72; and C1C2s and C2DEs are exposed to 69 outdoor adverts per day, on average.
3. Different social groups spend roughly the same amount of their 'out and about' time being exposed to outdoor advertising (ABC1s: 8%; C2DEs: 9%).
1. Higher social groups encounter more adverts on average per day, while the lower groups spend more time 'out and about' (ABC1s: 2 hours and 57 minutes on average; C2DEs: 3 hours and 27 minutes). We can infer that ABC1s encounter more advertising through a difference in their behaviour (or, that the advertising has been placed in locations that ABC1s frequent).
2. The social groups travel, on average, different distances and over varying durations: ABs spend 3 hours and 1 minute overall 'out and about', and cover on average 24.7 miles; whereas C1C2s are in a public space for 3 hours and 11 minutes on average and travel 22.3 miles. This shows us that ABs tend to travel faster overall, which is likely to be owing to their access to faster forms of transport (e.g. trains).
1. The benchmark for advertising exposure while commuting, for the average Briton, is 31 frames per day. ABs encounter 36 ads on average, while for ABC1s it's 33.
2. This trend bears out across the scale of social grade, with C1C2s coming across 28 adverts per day, and C2DEs exposed to 24.
3. The rate of exposure- or the number of frames shown per minute- is also higher for ABC1s, at 0.9 frames per minute (compared with the average of 0.8 for the whole population).
A commute here is defined as a journey that takes place between 6am and 10am by full time workers, taking the same journey on 4 out of 5 days Monday to Friday. The definition excludes people who drive for a living and who work from home frequently.