The Summer Youth Audience Is a Frequency Story, Not a Reach Story
buying street furniture to hit a young summer audience
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The Summer Youth Audience Is a Frequency Story, Not a Reach Story
The Stat
From January to June, 18-to-20-year-olds’ exposure frequency on LA’s measured transit shelter network grew 1.43x faster than adults 25 and over. Their frequency index flipped from dead-average in January (102) to 43% above the average adult in June (143). Reach growth over the same window? Nearly identical across every age group.
The Insight
StreetMetrics measured a selection LA transit shelters reporting continuously from November through June. Summer brought more people past those shelters at every age, in almost exactly the same proportion. What changed was how often the under-25s came past. In January, all eight age brackets sat within nine index points of each other, essentially age-neutral. By June the spread was 52 points, and the under-25s opened that entire gap themselves. The pattern is consistent with college-age adults leaving campus geography and circulating through the wider city once the term ends.
The Takeaway
If you’re buying street furniture to hit a young summer audience, frequency is the mechanism, not footprint. The same fixed shelter network delivered 18-to-20s at par in January and at a 43% premium in June, without reaching more of them. Frequency-capping a youth-targeted summer shelter buy caps the exact thing that makes the season work. And adding faces to chase young uniques isn’t the lever either, because reach lift is age-neutral. Measured monthly, format by format, this is the kind of seasonal signal operators can price into summer packages.
Reach out to cameron@streetmetrics.com to learn more.
StreetMetrics sponsored this post.
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