One of the UK’s leading media owners, Admedia, who have exclusive formats across all of the UK’s Motorway Services Areas has been monitoring traffic levels there and seen that visitor numbers have now overtaken pre-#Covid19 levels.
They attribute this increase to the continuing high demand for UK-based holidays and day trips, with credible data pointing to this to continue for the rest of the year and well into 2021.
Ian Webber, Admedia’s Head of Automotive Sales believes these increased footfall numbers offer great targeted value to the UK’s automotive industry, he told us “Admedia’s motorway locations have always been able to reach a high proportion of UK’s motorists and these footfall numbers show that we can offer outstanding value in the current market”.
One of their major advertisers, R. Chamberlain, Director, Fiat Commercial Vehicles said “There is great value to us in knowing the nation’s motorway service stations are thriving at the moment. It’s reassuring to know that both business and leisure travel is showing strong signs of recovery and that personal mobility is seen as a way forward today”
The data has been taken from a more in depth report on recent Outdoor advertising audiences by leading poster specialist, Kinetic. As part of their ‘Kinetic Journeys’ mobile analysis in conjunction with Adsquare, the report cites Motorway Services as the only environments where visitor footfall has returned to and surpassed the 100% pre-Covid norm. Specifically, traffic there has risen to 108% of pre-Covid levels, while the average UK mobility figure currently stands at 78%.
Admedia plan to combine this insight with results from their upcoming survey of UK motorists, the industry-leading ‘Drive Panel’. With questions investigating current consumer confidence supplemented by manufacturers such as Audi, Citroen and Honda, the responses are set to reveal the current mindset and motivations of UK car buyers. This market-leading research will be released in the coming weeks.