News | Published May 09 2020

Ada update: May 9, 2020

Talon Outdoor is an independent out-of-home [OOH] media specialist and a significant player in its industry. Using analysis from its data management platform Ada, Talon has been able to trace how the UK population has been moving throughout the Covid-19 pandemic.

Following repeated news from Talon's proprietary Ada platform that there had been a week-on-week slight decrease in all forms of media traffic, the service reported positive change in the week of April 20 to 26.

Audience insights from the Ada platform saw a four per cent increase in roadside traffic both nationally and within London, to figures of 50 per cent and 54 per cent below base, respectively.

Key places of interest also saw a single-digit bump, with one per cent increases to malls and shopping centres (to 84 per cent below base) and two per cent increases for supermarkets (to 55 per cent below base). Supermarkets had consistently been the least-affected of all POIs in previous Ada reports.

The same increases were reported in both rail and London Underground usage, up by two per cent apiece to 78 and 82 per cent respectively.

And overall population movement and roadside traffic was up in every region by between two and seven per cent.

Hopefully, this is indicative of an early return to "the new normal", which should ideally be increasing further in coming days and weeks after Mr Johnson and the cabinet publish a lockdown exit plan.

For more information on the Ada platform, see here.

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May 09 2020

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