Catch millions of drivers in a motoring mindset

A fifth of all UK traffic is motorway traffic. 2/3 of those who then stop at Motorway Service Areas (MSAs) are travelling for leisure. Their dwell time is 20 minutes; twice that number if they’re charging an Electric Vehicle (EV). 77% of drivers stop at least once at an MSA on journeys over 90 minutes. MSAs are transforming at scale to meet changing demand. As the most-used electric charger networks, 3,500 superfast chargers are planned across the UK. 650 digital OOH screens – all delivered by 100% renewable energy – will be in place nationally this year.


Those visiting an MSA are twice as likely to be planning to buy a new car, with EV owners 8 times more likely to visit MSAs. The audience is 3.5 times more likely to be company car drivers and 69% of families visit an MSA, particularly at this time of year.


i-media offers a wide variety of advertising solutions for brands looking to target these audiences with anything from car insurance and finance to vehicle tracking technology and new and used cars. Our Drive Panel and Connector research regularly sources the latest insights from our Motorist audience.



  • Reach over 6.3m motorists every week as they stop to refuel and take a break during their journey
  • 77% of motorists stop at least once during a 90-minute journey
  • MSA visitors are 2x more likely to buy a car in the next 12 months than the UK average motorist


Sources: YouGov Profiles, Turn-in data