OOH Today’s Stat of the Week – Powered by StreetMetrics
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Nine in Ten World Cup Fans Passed OOH Before Kickoff
The Stat
Measured against a single operator’s digital inventory, one in five MetLife attendees passed OOH on the way to Brazil vs Morocco.
Measured against all sixteen operators StreetMetrics tracks in the market, it is nine in ten. The same nine in ten passed OOH again on the way home.
The Insight
Same crowd, same Saturday. The only thing that changed was how much of the market inventory we counted. Every fan crossed the market to reach the stadium, passing screens and bulletins the whole way, then passed them again heading home.
The market reach was equal in both directions. The stops were not. StreetMetrics separates a real stop of five minutes or more from a drive-by, and the difference is clear: one in three fans stopped at a store or restaurant on the way in. Only one in five did on the way home.
The Takeaway
Fans can be reached on both legs of the trip, but the stops and the spending happen on the way in. And for operators proving inventory value around a big event: one operator’s report showed one in five. The full market showed nine in ten.
Reach out to cameron@streetmetrics.com to learn more.
StreetMetrics sponsored this post.
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