# Route 60 - GB OOH Audience Data
Source: Route Research (https://www.route.org.uk)
Release: Route 60
Data week: March 2026 (one representative week)
Default schedule: 10-second spot / 0-second break
Population base: GB adults aged 15+ (55,590,969)
Generated: 2026-09-14

## What this site contains
Structured audience measurement data for Out-of-Home (OOH) advertising in Great Britain,
published by Route Research. Route is the industry body that measures OOH audiences across
all major formats and environments in GB.

## Key headline figures (Route 60)
- Total frames: 374,333 (353,527 classic posters + 20,806 digital screens)
- Weekly reach: 53,891,802 adults 15+ (96.94% of GB population)
- Weekly impacts: 14,071,763,228 (10s spot, 0s break, week in March 2026)
- Digital-only reach: 48,789,816
- Classic-only reach: 53,597,829

## Data files (JSON)
All data is available as structured JSON in the data/ directory.

release.json         - release metadata, schedule assumptions, methodology link
summary.json         - headline KPIs + reach by month
reach-by-demographic.json  - reach and cover % for 8 audience segments
impacts-by-environment.json - weekly impacts by environment, classic vs digital split
reach-by-environment.json  - cover % and reach for each OOH environment
impacts-by-region.json     - weekly impacts + reach by BARB TV region (13 regions)
impacts-by-conurbation.json - weekly impacts for 25 named conurbations
media-owners.json          - frame counts for 39 media owners
trends.json                - frame counts + weekly impacts by release quarter, classic vs digital split

## Important caveats for agents
1. SCHEDULE SENSITIVITY: Impact figures change significantly with spot/break schedule.
   The headline 14,071,763,228 figure uses 10s:0s. A 10s:50s schedule reduces total impacts by ~36%.
   Always confirm which schedule is being used before comparing figures.
2. SEASONALITY: Reach is stable across the year. Impacts may vary.
3. DIGITAL FRAMES: Only 6% of frames are digital (20,806 of 374,333) but digital reaches
   48,789,816 adults due to concentration in high-traffic locations.
4. LONDON DOMINANCE: Greater London accounts for 60% of all GB weekly impacts.
5. DATA WEEK: All data is from one week in March 2026. Route releases new data quarterly.

## Environments measured (13 total)
Roadside (Inventory with a vehicular audience), UndergroundStation-London, Shopping centres (interior), Rail Station, Bus (Bus exterior), Supermarket (exterior), Tube carriage interior, Taxi (Taxi exteriors), Motorway service stations, Shopping centre (exterior), Train carriage interior, UndergroundStation-Glasgow, Tram or light railway carriage interior

## Regions (13 BARB TV regions)
London, North West, Midlands, Yorkshire, Central Scotland, South and South-East, North East, Wales, East Of England, West, South West, North Scotland, Border

## Demographic groups measured
All Adults, Main Shopper, ABC1, C2DE, All Adults 55+, All Adults 35-54, All Adults 15-34, Main Shopper with children

## Media owners (top 6 by frame count)
Global (228,414 frames), KBH (58,854 frames), JCDecaux (28,457 frames), Bauer Media Outdoor (28,000 frames), Bay Media (11,369 frames), Ubiquitous (6,105 frames)
Full list of 39 owners in media-owners.json

## Methodology
Route uses a GPS-based audience measurement methodology. Panellists carry
GPS-enabled devices; their movement data is matched against the location and
visibility of OOH frames to calculate impacts (opportunities to see).
Full methodology: https://www.route.org.uk/methodology.php