Key insights from the ROAD survey that’ll change the way you consider your next Outdoor plan!
People living in the City of Johannesburg travel wide and far with varied distances to reach their many destinations. They also live in pockets of communities of higher or lower density. What is common is that they are all exposed to roadside billboards, either travelling extensive distances or just moving around within their own communities.
Let’s compare William Nicol Drive with Soweto.
There are around 130 sites* on William Nicol Drive. Collectively in a 4 week period, all these sites give you a reach of 756k people living in the City of Johannesburg with an opportunity of seeing the boards 140 million times. The cost per GRP for these sites is R2 176 and the cost per thousand is R57.09.
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But did you know…….?
Fewer boards in Soweto will give you greater reach far more cost effectively.
People living in Soweto commute outside of the area and also move around extensively within the area.
There are around 69 sites* in Soweto. Collectively in a 4 week period these sites will reach 1.6million people living in the City of Johannesburg with the opportunity of seeing the boards 161 million times. The cost per GRP of these boards is R433.95 with a cost per thousand of R11.38.
But that’s not the end of the surprises….
Did you know that you can reach more LSM 9-10’s in Soweto than on William Nicol? In Soweto you will reach 240k LSM 9-10’s living in Johannesburg at a CPT of R112.60 and on William Nicol the reach is 201k with a CPT of R154.49.
The ROAD survey, conducted by the Out of Home Measurement Council, allows one to assess different areas more creatively armed now with facts and no longer hunches and gut feel. These media metrics will allow you to find relevant audiences that extend your budget beyond the current “popular” choices.
*number of sites of participating media owners within the ROAD survey
OUT OF HOME MEASUREMENT COUNCIL NPC
Physical Address: Falcon View House, Entrance 5, Constantia Office Park, Cnr 14th and Hendrik Potgieter, Weltevreden Park, Roodepoort.
Postal Address:
Tel: 011 475 1419
Directors: DW Roberts, R Barker, L Jones, A McKelvey, J du Preez, T Syed
Registration No: 2015/099951/09
About the Out of Home Measurement Council
The OMC (Out of Home Measurement Council) is a non-profit Joint Industry Committee that has been incorporated to provide OOH media owners and buyers of Out of Home Media with a currency and survey that allows for efficient and accurate OOH planning and development. It produces consolidated, inclusive and representative research covering the key OOH formats, commencing with Static Roadside panels in South Africa including the panels from all Out of Home participating Media Owners. The JIC aims to market and grow the OOH advertising industry within South
