OOH Today’s Stat of the Week – Powered by StreetMetrics
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When the World Cup kicked off in prime time, the city didn’t stop moving.
It moved somewhere specific
The Stat
During evening World Cup group stage matches, street level digital screens in New York with no sports bar or pub within a five minute walk saw activity dip about 4% below a normal evening hour. Screens with six or more watch venues nearby rose about 2%, a gap of roughly six points that held through the full hour after the final whistle.
The Insight
Evening matches didn’t drain the sidewalks evenly. Quiet blocks got quieter while bar dense blocks kept their flow of arrivals, halftime wanderers, and post whistle crowds spilling back onto the street. Daytime matches showed the exact reverse, with activity falling across the board regardless of what was nearby. The audience wasn’t gone during those 6pm to 10pm kickoffs. It had consolidated, and it stayed consolidated for a full hour after the game ended.
The Takeaway
An evening event window is not a lost audience, it is a relocated audience. For operators, that means the units near sports bars and pubs earn a premium during exactly the hours a media plan might write off, including the post match hour when everyone heads home past your screens. Verified measurement at the individual screen level is what separates the blocks that held their crowd from the blocks that didn’t, so sellers can price the difference instead of guessing at it.
Reach out to cameron@streetmetrics.com to learn more.
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