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.