As exposure to sunlight increases - so does consumer spending.
During the summer months consumers out and about a lot more and primed for spending. People are celebrating the festive season and spending money at restaurants & bars catching up with friends. Summer is also a time when consumers are motivated to make changes to their lives for the new year—whether that be a new fitness challenge, wardrobe refresh, house reset or starting a new hobby.
Longer days and sunglight create a happier more alert mind. Consumers are excited to plan for the new year and a fresh start - this is a perfect time for brands to prime their consumers with Outdoor Advertising & Radio. Traffic remains pretty consistent over the summer period (Dec/Jan) . We see traffic levels dip for 2 weeks over Christmas/New Years but bounce back rather quickly from early January. Baseline traffic levels across the main mets dip below the 100% baseline level for only a very short period.
Consumers are more receptive when they are out and about
Radio and OOH media are both consumed by active people when they are out-and-about, the Primal advantage neuro research shows that people are 2.5x more alert when they are out of the home, compared to spending time at home with TV & social media. This alertness increases our ability to remember messages at a glance. Combining both channels enables brands to be part of a variety of moments and create greater impact.
Outdoor drives people online
- Consumers who see OOH advertising are 63% more likely to take an online brand action, according to an analysis of more than 50 OOH campaigns in the UK between 2015 and 2020 from outdoor media specialist Posterscope.
- Consumers who saw OOH campaigns were also 56% more likely to make an online purchase from the brand, while in-store visits were 46% more likely and in-store purchases 28% more likely.
Audio generates mass reach
- Audio has universal appeal with a broad demographic reach, and is listened to in wide variety of different locations, both at home/work and on-the-go.
- Listeners have a strong brand affinity and a high emotional attachment with their chosen stations, which creates a positive impact on brands.
rova Engagement rises
As our audience were enjoying their holidays, and entertaining more, our Music+ audience increased by 28%, and engagement (time spent listening) increases by 36%.
Click here to see the full Summer Engagement Insights.
To book your summer campaign or find out more about how our platforms can make the most of your summer advertising contact us here.
Source: Journal of Retailing and Consumer Services. The effect of weather on consumer spending. Kyle B. Murray a,n , Fabrizio Di Muro b , Adam Finn a,1, Peter Popkowski Leszczyc a,2. Source: Outdoor Media Association Australia, Neuro Impact of Out of Home & The Primal Advantage. WARC Best Practice, What we know about radio & audio audiences April 2021. Nielsen CMI Q3 20 - Q2 21.