Milestone in Outdoor Measurement – UK Rail audience figure released

Route, the UK's Outdoor audience measurement body released national rail audience figures for the first time this month. This is a milestone for the Outdoor industry, and an expansion of the system which is currently providing audience data for roadside, bus and London underground.

The rail network in the UK delivers over 1 billion impacts per week including 70,000 new sites at 775 stations. The latest data not only provides audience figures, it also reveals where a journey began. With the gradual transformation of the rail stations into retail hubs, this new level of understanding will help brands develop more effective copy for rail commuters.

 Charing Cross station, London

Rail audience figures are derived by combining GPS data, observations, passenger data and recall to build a highly complex system which models passenger flow, circulation through the stations as well as visits to the retail outlets. JCDecaux Rail is present in 4 out of the top 5 rail stations ranked by weekly audience.

1. Waterloo:                2,098,369
2. Victoria:                   1,717,429
3. Liverpool Street:   1,515,729
4. London Bridge:     1,275,243
5. Euston:                        911,312

Figures include departures, arrivals, interchanges and visitors who are not travelling. For more information, please visit the Route website or contact us.