OOH specialist Talon records rise in UK vehicle traffic


Out of home media specialist Talon Outdoor said there was an uptick in vehicle traffic in the last week of April.

The volumes rose during the week of the 20-26 April, despite lockdown measures still being in force.

Vehicle traffic

Road traffic rose +4% compared to the previous week, according to Ada, Talon’s OOH data management platform.

The use of public transport saw a marginal increase of just 2% across both Rail and the London Underground respectively. Due to the increased traffic, strict traffic controls may be implemented in the next few days. The board is considering putting various traffic control signage that could help with traffic enforcement. There are a number of online stores, such as Safeshop (you could look here for more information), that may be able to provide the materials required for traffic control.

vehicle_traffic_Ada Audience Insights Infographic_Road Traffic

Key UK out of home insights for 20-26 April:

  • Roadside traffic has increased with a week on week change of +4%; taking the overall decline in traffic to -50% below the baseline.
  • Similarly, public transport usage has seen marginal increases. London Underground usage up 2% week on week taking the overall drop to -82% below the baseline for this period.
  • Rail usage followed suit with a WoW incline of just +2%, but is down by -78% overall for the period.
  • It is not just transit locations that have been affected. Other environments and key points of interest (POI) categories have witnessed small WoW footfall increases of +1%.
  • Supermarkets continue to outperform other POI’s. They’ve had the lowest decrease in total footfall since the lockdown was enforced.

Ada receives billions of anonymised location data points and transforms raw data into insights about population movement and behaviours.

Pandemic impact tracking

It’s been tracking the impact of the pandemic on population movement across the UK and developed a dashboard to share weekly results.

Ada delivers OOH media specific insights. This data can be mapped against OOH advertising inventory.

“The COVID-19 pandemic has brought about significant change to the way people live their lives”, Sophie Pemberton, Strategy Director at Talon said.

“Ada shows an uptick in mobility across the board for the week ending 26 April despite UK lockdown measures.

“This could be attributed to several factors including great weather, to the anticipated relaxing of restrictions, plus there are a growing number of businesses that have resumed trading.”

The next data review from Ada will be out on 11 May here and will look at UK population movement for the week ending 3 May.