Reaching and Influencing Entertainment Enthusiasts on the Go at MSAs 

In a new piece of Connector research, we examine how Motorway Service Ares (MSA) users are real entertainment enthusiasts in the way they select subscription streaming services, how they plan their consumption and what they download on journeys and staycations. 

Almost all use some form of streaming services. The everyday MSA audience is younger and more affluent, but throughout the summer entertainment brands can also target people on the go – with a leisure and holiday focus. 

Programme planning is a key factor for 18-34s in particular and whether upcoming series or tonight’s programming, commuter and leisure audiences are in the sweet spot for this increasingly competitive sector. With 6 in 10 MSA visitors planning what they will watch in advance, MSA advertising provides a fantastic opportunity to reach an engaged audience open to persuasion. 

Our research asked 1,500 MSA visitors about their entertainment and subscription behaviours. Nearly all use entertainment streaming services and preferences are very closely aligned to audience; with 18-34s for example engaging with Netflix, Disney+, music streaming, podcasts and sport. We have also been able to closely analyse parents’ behaviours; those with younger children partial to most content, but particularly to more specialist offerings including audiobooks, Disney+, Amazon Prime and lifestyle offerings including Apple TV+ and Discovery+. 

45% of MSA users have reduced subscriptions in past 12 months and there are real opportunities for streaming services to re-engage lapsed users across paid and free services. Beyond Netflix, the issue of churn and loyalty affects most streaming channels (Amazon Prime (almost a utility) and Disney+ (essential for the kids) are exceptions. Others, like Now and Apple TV+, particularly affected by churn have real opportunity to re-engage past users. 

55% have signed up to services for short periods, primarily to watch specific content or as part of a free trial. Otherwise, audiences are not averse to cutting subscriptions to make everyday cost savings. 18-34s and parents of younger kids were the most likely to need convincing of quality programming output, citing a lack of content to watch as a reason for churning. A quarter of MSA users regularly check on their subscription. 

Understanding how we consume various content is crucial in finding the right audience fit. Younger audiences tend to want to plan ahead, relying on combinations of advertising, social media and word of mouth to gather information on what’s available across a plethora of platforms and channels. 

61% of MSA visitors like to plan what they will watch in advance; the vast majority (over 80%) wanting to watch their preferred content as close to the release date as possible. Crucially, younger audiences are much more likely to plan ahead what to watch and are +25% more likely to want watch content on release. 

Almost 4 in 10 say advertising influences their viewing choices. Knowledge is power and will be an important driver of word of mouth and social media engagement. Reaching audiences in the moment, in a relaxed or leisure mindset and with full-motion content should be a pre-requisite of any advertising. MSA Moments across the summer – where we see a discernible rise in leisure audiences around events, staycations and holidays – deliver several suitable moments to reach audiences in context with programme content. 

MSA users are keen streaming service users on the go, with almost 60% downloading content to watch whilst away from home or on the go. This is highest for 18-34s and those with young children, with younger audiences much more adept at downloading and accessing through wi-fi or a VPN. 

And audio services continue to rise in popularity. Amongst our highly mobile audience, radio is the most listened to in-car audio, but over half also listen to music streaming and 21% podcasts, which shows our MSA audiences are a great target for advertising campaigns promoting audio to regular drivers in whatever context – from commuting, to weekends away, to holidays. The key millennial audience and younger parents display much more varied listening habits, particularly when it comes to audiobooks and podcasts.  

Audiobooks are listened to by 18% of MSA users, with most of these regular / weekly consumers. Social media is leading source of discovery, higher amongst 18-34s and young parents. But again, these groups are also more open to advertising as a discovery method. Advertising informs 30% of audiobook listeners, with young parents +29% more likely to use it to grow awareness. 

Our research shows the relevance of younger and parental MSA users for the range of entertainment offerings – their usage is prolific and highly targeted – as cost and competition drives a recurring lack of loyalty beyond one or two established platforms. Most audiences want readily consumable content and will adapt to what’s trending. They are keen to plan ahead and willing to download the right content on the go, happy to customise their entertainment experience according to their individual preferences.  

What’s clear is that brands need to be smarter in engaging with audiences in different moments. There’s a real opportunity across the summer and beyond to engage segmented audiences at MSAs, whether commuters, those enjoying leisure journeys and moments, or families seeking a practical entertainment solution on the go. 

MSA Audiences go from Strength to Strength with a Record May

MSA audiences continue to grow from strength-to-strength. May 2023 saw average weekly audiences reach a monthly record of 6.7 million, up +3% vs 2022 and +5% ahead of 2019 levels, demonstrating continued growth and the attraction of UK leisure, business and commuter MSA visits across Spring and into Summer.

The recent late May Bank Holiday saw 2.9 million MSA visits across five days – an increase of 400,000 visitors and +16% on the extended Queen’s Jubilee period last year. Audiences for the week commencing 22^nd May reached 7.2 million, topping the seven million mark for the first time this year across a full week.

Audiences for the month peaked on the Friday prior to the late May Bank Holiday reaching 694,000 that day – a number well up on the equivalent day last year. The Coronation long weekend earlier in the month outperformed 2022’s Jubilee period. The three May Hank holiday Monday audiences topped 1.5milion.

Improving weather towards the end of the month has boosted audience numbers as we head into the Summer period. Audiences continue to grow as i-media’s screen numbers top 500.

i-media reaches key milestone in digital rollout with 100 Nexus D48s and over 400 D6s in the ground. 

i-media, the leaders in motorway services advertising, has reached an important milestone in its initial digital build programme, due for completion by the end of next month. There are now over 100 D48 Nexus screens installed at MSAs, with the D6 build programme having reached 414 screens at 106 locations. 

The 100^th Nexus screen was installed this week at Leicester Forest East.  

i-media remains on target to complete its initial build phase of 520 D6 screens (on 260 double-sided units) and a 130-strong D48 Nexus network by the end of June, fully operational for Q3. The ambitious digital installation and upgrade – with D48 screens upgraded to a pitch of 6.25mm – signals the rapid transformation of the MSA environment and comes on the back of consistent and ongoing audience growth vs last year, with audiences also forging ahead of 2019 levels. 

i-media’s Operations Director Phil Diamond comments: “We are on the home straight of our ambitious digital rollout and are thrilled we have been able to deliver this rapid transformation and upgrade to the digital network at Motorway Services nationwide. With over 500 new digital screens live in the past year, and more to come before Q3, we are committed to delivering quality impactful data-driven solutions for our clients targeting the ever growing captive and engaged Motorway Services audience.” 

Significant Audience Growth in April and Record Easter

MSA audiences for April reached average weekly audience levels of 6.7 million and were up +4.4% vs last year (and +3% vs 2019 levels).

The MSA audience continues to grow with April being the seventh consecutive month of annual growth.

The Easter holidays, which stretched across two weeks in April and began the Bank Holiday season we continue to enjoy, saw significant audience growth, up +6% vs last year and staying head of previous years. Weekly audiences topped 6.8 million for the two-weekly school holiday.

The Easter Bank Holiday itself saw record numbers take to the UK roads and making a stop at an MSA. Visits topped 8.5 million over the long weekend alone, peaking on the Thursday run-up to the weekend, which saw 1.2 million visiting MSAs on that day to break their journeys.

Adding to the audience spike was the FA Cup semi final weekend, with fans travelling to Wembley from Manchester, Sheffield and Brighton. Audiences for the Manchester City vs Sheffield United semi-final were +17% higher than expected at those MSA sites en route and weekend audiences up considerably by over 50,000.

The MSA audience grows across key Moments at this time of year. April audiences were up +13% vs March 2023 and will continue to grow in the coming months as warm weather, bank holidays, school half term and key events drives momentum. 

March and Q1 Audience Numbers Reinforce Growing Strength of MSAs

MSA audiences continue to show positive growth across 2023, with March audiences up +4% year on year and reaching an average weekly level of 6 million for the first time this year.

March remained +2% vs benchmark 2019 levels.

Despite poor British weather continuing and even with train strikes largely resolved, audiences continued to use motorways and motorway service areas in huge numbers. For direct comparison, a similar number of visits were made to MSAs in a week as were made to Heathrow Airport in the whole of the month of March.

Across Q1, MSA audiences reached 40 million visits, and were +6% vs 2022 levels, and up an impressive +3.4% vs 2019.

Q1 audiences largely comprise business and commuter audiences, showing the effects of a hybrid working culture and a vibrant SME/business sector in the face of economic challenges. February Half Term leisure audiences – up 3% year on year and topping 6 million per week – showed that leisure audiences are also continuing to use MSAs in significant numbers. As we enter a period characterised by strong leisure audiences generating MSA Moments, we would expect those numbers to continue to rise.

i-media Transitions to 100% Recycled Paper for A3 Washroom Panels at Motorway Service Areas

i-media, the leader in motorway service area advertising, announces that all its interior A3-sized washroom panels at MSAs will be printed on 100% recycled paper, with immediate effect. The recycled format has been road tested to ensure absolutely no loss of quality. 

The move is part of i-media’s wider sustainability drive as an OOH ad provider, which includes the 2022 award of Planet Mark certification for our sustainability programme, plus a commitment to reduce carbon emissions and achieve net zero status by 2030 or sooner.

Martyn Perrie, Head of Systems & Digital Delivery at i-media comments, “The time is right to make the move to 100% recycled materials for our washroom inventory. This will add to our ongoing and total commitment to sustainable outcomes. This important landmark brings our A3 production process full circle, from using 100% recycled paper, that is then fully recycled after use.”

MSA audiences go from strength to strength

Full Year 2022 MSA audiences up +11%!

It’s vital to measure real audience numbers to OOH environments and our actual MSA audience – taken from live ANPR vehicle counts and audience visits by the hour, day and week – reveal full year audience growth up +11% vs 2021, and that audiences remain ahead of pre-Covid 2019 levels, at +1%.

Our revised average weekly audience to MSAs is up to 6.33 million, peaking at 7.7 million at the height of summer, but importantly sustaining growth to the environment. Across 2022, MSA audiences have been driven by key MSA Moments, including the Platinum Jubilee, the summer and a strong Christmas, but also by events (including the Women’s Euros and festivals), the continued rise and importance of Staycations and improved facilities at MSAs that drive customer satisfaction levels to 93%.

63% of MSA visits are leisure journeys, with the remainder accounted for by business, trade and commuting. Audiences are young, upscales, working, SMEs and families and have shown resilience in the face of economic factors affecting the UK and remain unaffected by the significant changes in remote working and the fall in visits to city centres

December audiences finished strongly.

December 2022 saw MSA average weekly audience levels up +4% on last year and +5% ahead of comparable 2019 levels.

Audience growth was particularly driven by leisure journeys as people travelled longer distances visiting family and friends, plus shopping and seasonal event experiences. This included early Christmas getaways, and the post-Christmas and New Year rise in journeys – all in the context of ongoing train strikes.

Peak December days were the Thursday/Friday 22nd/23rd where audiences were +20% above the monthly average, plus the 27th – the busiest single day of the month – as people took to the roads post-Christmas.

Harnessing pent-up demand for Electric Vehicles with ad messaging that closes the perception gap

New car sales are showing positive signs of recovery as various macro-economic setbacks are overcome. But finding the right environment and context to push vehicles to a very fast-changing market does require an in-depth and up-to-date understanding of our perceptions towards Electric Vehicles (EVs) in particular.

Our new Connector research – conducted in December 2022 amongst drivers – uncovers some of the changing attitudes and current knowledge levels that can inform how we can better target and reach this audience in the current economic and social climate.

Motorway drivers, who by definition spend longer with their current cars, are a good representation those in the market for change. You’re never as aware of where you’re at in a relationship with your car than when you’ve been driving for an hour or so on a motorway. Is it comfortable enough, is it fast enough, have you been putting off replacing old faithful for too long? More time to think about the overall EV experience. These issues are more likely to float through people’s minds as they stop to take a well-earned break on a long journey.

Car sales are recovering – but in the changing context post-Covid of a petrol crisis, a looming recession sparked by an energy crisis and inflation. So, what are the dynamics that motor manufacturers need to consider to put real energy into their campaigns to get noticed and to have the desired effect in 2023?

Pent-up demand for BEVs

Our Connector research suggests a number of major changes and reflecting a real shift in our major purchasing intentions in light of economic and mortgage rate factors. 30% of drivers expect to change their main car in the next 12 months, with an average time frame of people expecting to change their main car in the next 2 years and 1 month. This tallies well with November’s +12% increase in Western European car sales. And while the floodgates may not be opening just yet, they certainly appear to be ajar when it comes to the UK car market.

The pickup in demand seen in the 2^nd half of 2022 has been, in part, helped by the increasing demand for EVs and Hybrids. 51% of drivers expect their next car to be an EV or Hybrid, a sharp upturn from 2019 when less than a third (31%) anticipated their next car would be battery-fuelled. 57% of new car sales are currently in this category.

What’s even more positive for manufacturers is the timeframe in which drivers are looking at transitioning to EV. When asked in 2019, 11% of drivers looking to buy a car in the next 12 months expected that car to be an EV. At the end of 2022 this stood at 37%, a huge jump that has been reflected in recent sales figures as EV sales overtake Diesel sales for the first time.

Defining those planning to switch engine types reveals an interesting mix. 80% of EV owners would go for an EV again, by far the most loyal to their current engine type. Of current Hybrid owners 58% would go Hybrid again, but a third would now switch to full EV for their next vehicle, an example of how drivers see the transition to EV via Hybrid as a stepping stone.

So, what of current petrol and diesel owners? Here we see more variation between deciding to stick or twist on engine types. 46% of Petrol owners would go for the same again, as opposed to only 29% of Diesel drivers going for a Diesel engine again. Both Petrol and Diesel are split on whether they choose EV or Hybrid – 19% petrol owners would shift to an EV, 22% Hybrid. 22% of Diesel owners meanwhile would choose an EV, 23% Hybrid.

Our research also shows that Families and Men are more likely to consider an EV purchase (+26% and +27% respectively vs all intending to buy a car in the future. EV consideration is generally higher amongst younger drivers (33% of 18-34s would go EV next vs 17% of 55+) with the older target more open to Hybrid. This has real implications for effective targeting, whilst ensuring groups outside these demographics are persuaded of the benefits to change.

Barriers and the perception gap

For a number of years, the barriers to EV adoption have been fairly consistent around the upfront cost, range concerns and charging anxiety. Our research shows that these are still key issues, but aside from upfront cost they are slowly falling as the charging infrastructure grows and range is better understood. 2022 saw a significant hike in concerns over running costs, 42% of non-EV drivers giving that as a reason not to switch (vs only 17% pre-Covid).

Clearly the volatile landscape of the energy market has made people think more about the longer-term costs of going electric. This certainly needs to be addressed by manufacturers in terms of better detailing to drivers re the typical costs of running an EV whilst electricity costs remain high.

Those already driving EVs display a significant variation in perceptions of performance and design. Non-EV owners are typically on a par with EV owners when it comes to appreciating the environmental benefits of EVs and that they’re cheaper in the long term to run and maintain. However, what is striking is non-EV drivers do not particularly consider EVs as providing higher quality or better design, which contrasts starkly with EV owners. Nearly half of EV owners value the higher quality performance, yet only 13% of petrol and diesel owners perceive that as a benefit of owning an EV. Similarly, when thinking about the overall design of their vehicle 40% of EV drivers are positive, yet only 11% of petrol and diesel owners perceive it as a benefit of switching to an EV.

These perception gaps are critical when considering how to position EV brands. Whilst car manufacturers have spent decades marketing models and brand benefits, a brand’s heritage will transfer to its EV range only to a degree. EV drivers are far more likely to read user and expert reviews, and to conduct research. As innovators and early adopters, they are motivated by a desire to have the latest thing and love to research. As the EV market now establishes itself with the early majority the need to better promote/educate on performance and design is a terrific opportunity to turn the heads of non-EV owners.

Sustainability & battery performance

Finally, it is worth noting that whilst there is a common understanding across all drivers that EVs are better for the environment, non-EV drivers have two key battery issues that concern them. Firstly, the perception that an EV battery will act like a battery on their smartphone; 71% believe an EV battery will significantly deteriorate over time, and that on average they think it will last for just 7 years.  This does not reflect the actual EV battery performance, which is more than double that figure – something appreciated and understood by EV drivers – and again is an angle for manufacturers to reassure potential misinformed buyers about their longevity.

Around half of Petrol Diesel owners think EV batteries are difficult to recycle (actually manufacturers are more focused now on recycling and repurposing batteries). This acts as a reminder to car manufacturers to not take the environmental element of EVs for granted and ensure that sustainability messaging around the batteries is addressed.

The research confirms a number of elements at this critical time for the car industry, time when there is pent-up demand, growing consideration for EVs and a desire for a sustainable solution amongst many, but also real knowledge gaps around that subject. EVs are no longer just thought of as a future possibility, and concerns about the day-to-day vehicle running costs have reached new heights. Positioning brands around the concerns and perceptions of different audiences is critical. Both Petrol and Diesel owners are looking to switch to EV or Hybrid but they’re no longer necessarily considering design or performance as the main benefit of an Electric car.

Our 2022 Connector research – the fifth wave of a series of research dating back to 2019 looking at alternative fuels for vehicles – consisted of a Nat Rep survey of 1,500 GB drivers, conducted by our research partner WALR, with additional insights supplied by our i-media Drive Panel, a bespoke panel of drivers recruited through Motorway Services.

2023 re-set: New rules of engagement in OOH

There’s no question we’ve seen a major social readjustment in the past year or so, reflecting change enforced and stimulated by the pandemic, and now the economy. Whilst we’ve sort of returned to normal, we have actually landed with a very different outlook and the entrenchment of new behaviours.

It seems appropriate to draw a line in the sand and consider new rules of engagement for Out of Home (OOH) in 2023. New audience behaviours, the work-life reset, digital attention metrics, the realisation of data to target moments that matter and a real focus on sustainable OOH solutions set a clear and fresh agenda for growth.

It’s time we recognise the real change that is entrenched in new audience behaviours across the country, particularly since Covid, but now heightened by economic factors. Changing consumer behaviour means the moments economy is in play. We are gravitating towards spending small amounts on enjoying day-to-day life in the face of economic concerns. This will affect bigger ticket items like foreign holidays and sits alongside a renewed focus on experience-led marketing and innovative/experiential executions in OOH. Retail experience spaces offer a significant change to our view of retail and heighten the importance of finding the right experiential opportunity for brands to reflect the new reality.

Fundamental changes to media consumption – including a genuine squeeze on digital advertising revenues in response to serious shortcomings – mean brands are looking for a broader range of connection points with consumers and seeing the value of a return to resilient offline media channels, particularly in an economic downturn where trust and familiarity become key factors.

The work-life reset certainly looks here to stay, but we’re not necessarily shifting our planning mindset accordingly. Extensive evidence that people are permanently adopting a truly balanced lifestyle with remote working to the fore redefines urban audiences and the very dynamics of OOH.

People are visiting city centres less often and at different times, exacerbated by working from home only 1-2 days on average (according to a recent study by the BBC). More people are coming into the office now, but only infrequently and this redefines OOH audience delivery. Furthermore, economy-led challenges for the high street, the slow recovery of shopping centre audiences – still below pre-pandemic levels nationally – and rail strikes and cancellations further affecting public transport use, means the key question becomes: Is your media channel delivering audience growth and sufficient impacts?

Shifting travel trends means OOH’s long-held obsession with the major cities is in need of consideration. Our frequency and reason for visiting major cities has changed fundamentally and we should consider embracing more inclusive national campaign strategies across multiple environments in OOH, reflecting where both audiences and inventory is located, and using measurement tools fit for purpose in the changing environment. People have rethought location, in many instances relocating out of major cities. 85% of SMEs operate outside London and the South-East.

Championing attention factors has become critical. Whilst the overwhelming majority of roadside OOH impacts are delivered to people in vehicles – fine for stand-out large format digital resonating to city centre commuters – for the fast-growing small format digital OOH, this means widely varying attention levels. Factor in the very strong relationship between dwell time and recall – now more apparent than ever to the media planner – and the real value of different OOH environments becomes apparent in the new era.

As attention experts Lumen acknowledge, by making your ads attract just 5% more attention, generates up to +40% increase in brand KPIs. “Simply reaching or not reaching a target customer is not the end of it.” This is an important issue to consider and digital screen placement to viewing, attention and dwell time is of paramount importance.

Our own digital expansion at MSAs will extend to 650 national full-motion digital screens by early 2023. Positioning screens to maximise exposure (for example, all are placed on entry to MSA buildings) means ads are unmissable. This means that reaching growing audiences taking journeys around moments that matter across 2023 gives a contextual relevance that is more important than ever. Our latest audiences are up +3% on last year and +5% ahead of comparable 2019 levels. Not all OOH environments are experiencing consistent levels of audience growth and consistency.

2023 will likely be the year OOH makes a true connection between data and outcomes. With programmatic OOH accelerating in impact – despite being some way off critical engagement – the need for data that goes beyond the value of static measurement tools becomes paramount. Understanding journeys that directly and accurately connect to influencing brand outcomes will become a key differentiator for media channels across the spectrum. The creative impact and targeting flexibility of full-motion digital OOH at scale, is a crucial element of integrated brand communication.

At i-media, we have a genuine commitment to data sources that complement our accurate ANPR metrics to drive a new, relevant and accurate audience model that reflects reality. As people’s travel behaviours change fundamentally, we need to rely on real time, current and seasonal audience measurement that can offer planners real value. Our roster of data sources goes beyond Route to address the reset through dynamic data that informs brand outcomes and audience actions in the real world, which has changed.

Consistency in delivering sustainable environments will also become critical in 2023. Nearly nine-in-ten consumers have become greener in their purchasing and over a third are prepared to pay more for sustainable products and services. Credibly, the ad industry has an ambition for every ad to be a green ad. OOH companies are key partners in helping decarbonize cities and OOH environments. We’re embracing initiatives including investing in recyclable energy, utilising and supporting the drive to Electric Vehicles, reducing power output at quiet times and upgrading to more energy-efficient screens.

This is inherent in the digital transformation of MSAs; the overriding shift towards EVs is a fundamental part of the transforming MSA environment. Even more is happening in OOH through regeneration initiatives and giving back to communities and the sector is striving ahead of rival digital industries. Our partnership with Planet Mark to achieve our ambition to operate in a fully carbon neutral way, reduce emissions and support global and local sustainable projects will be a must-have to all media businesses in 2023.

Tapping into more data, transforming the MSA environment and measuring our journeys and behaviour means greater understanding of how people will be travelling day-to-day and to key events in 2023. With a recognition of fundamental changes, 2023 offers us the chance to truly re-evaluate the media landscape and position our brands to people that matter – never more important economically than now.

Targeting New Retail Behaviours this Christmas

A series of trends is shaping new behaviours among consumers in Britain, and this will have a fundamental effect on Q4 retail and advertising trends. As the cost-of-living crisis continues to take its toll and optimism surrounding household finances nosedives, footfall to shopping centres and high streets has fallen, notably declining below 2019 levels. High street footfall is down 3.3% weekly and facing economic uncertainty, this pattern is likely to continue across the winter.

Much of the consumer spend is being rerouted to online, with many consumers foregoing shopping trips for time spent at home. At the same time, the consumer ‘lipstick effect’ – the long-observed phenomenon of increased spending on small luxuries during periods of economic downturn – is setting in. Whilst purse strings tighten on essentials and big-ticket items, discretionary income is spent on smaller luxuries as consumers attempt to self-soothe via the mood boosting power of retail therapy. Whilst a paradise getaway remains strictly off the cards, a small bottle of perfume or luxury chocolate bar serves as a welcome stand in.

Health & Beauty saw growth of 3.8% in October compared to 0.8% last month, whilst the online share of spend for clothing grew to 54.2%, its highest value since March 2022. Consumers, it seems, are seeking out bargains from home, while avoiding the added expense of travel and eating out.

Our own national MSA audience are +45% more likely to say they prefer to buy things online, but over half the UK are now likely to agree with the statement “If I could get all I need delivered from ordering online, I would never go in-store for my shopping”.

These changing consumer behaviours are forming one part of a larger ‘moments economy’ – a concept coined by department store chain, John Lewis, to explain Britons prioritising the enjoyment of day-to-day life moments rather than splurging on larger expenditures. The cost-of-living crisis won’t deter the majority from making the most of everyday moments. More than three quarters (77%) agree that despite the rising cost of living, it is still important to experience moments that make them happy; and two-thirds (67%) say even if their living standards go down, it won’t stop them wanting to celebrate with friends and family. Cassie Holmes, Professor at UCLA’s Anderson School of Management observes: “The pandemic has made all of us more focused on those simple, ordinary moments and seeking to enjoy more happiness from them, because we’ve recognised just how precious our time is.”

As Christmas approaches and colder weather and economic uncertainty makes its mark, consumer spending and leisure patterns will be reappraised. A third of Britons (33%) say they will reduce food expenditure and half (51%) are planning to cut the amount they spend on gifts. 

But that won’t stop the dynamics of how we spend our time this Christmas and across the winter. Visits to friends, family and on our leisure time (shorter staycations) will become even more important. Our current Drive Panel insight from this month shows half of us are planning to take to the roads this Christmas visiting friends and family at any average journey time of two hours. This is part of our journey moments that produce MSA visitor spikes across the year. Before that, weekend leisure spikes will be in place across the month, with the Christmas getaway beginning Monday 19^th December.

The next year will be an important time to adapt to our new behaviours, with the post-pandemic reset affecting consumer behaviour, media and OOH audiences and smarter pivoting by brands to react to economic change.