MSAs delivered record audiences for July with an average weekly level of 7.1 million, and with 7.6 million passing through MSAs during the first full week of the school holidays. July audiences were up +4.1% overall vs June, and up +1% on both July 2021 (with the holiday market in full recovery) and July 2019 (+1.3%), where MSAs added around 400,000 visitors on 2019 levels.

For the Summer school holiday getaway in July, MSA audiences were up +5% on the highs of last year’s staycation summer and +7% on 2019. The latest figures reveal a +25% increase on 2021 MSA audiences.

This outstanding MSA visitor presence reflects the continued growing popularity of MSAs, audiences travelling across the UK, several national events including the Women’s Euros and Commonwealth Games throughout July, and the warm weather across the UK, which is continuing with the school holidays into August.

Staycationing remains hugely popular with 80% of Brits using the UK for a break this year. Recent research also found that just 13% would choose a holiday abroad over a UK staycation, reflecting on travel delays, cancellations, red tape and cost of living concerns.

MSA audiences traditionally peak at the August Bank Holiday. Having already surpassed our 2019 and 2021 peak audience level, we’re expecting further record audiences to visit MSAs this month to capitalise on the continuing warm weather and the opportunity to get away.