CIM OUT-OF-HOME LIKES FOUR SEASONS
Until now, the CIM published the average performance of boards per year. From now on it will be possible to differentiate performance per season. The publication 2020-2, which you will find below, is based on the same displacement data as the previous wave 2020-1, but by adding seasonality the CIM data is much closer to the reality of the displacements.
The new calculation takes into account two elements. The first is the difference in the number of light hours between seasons. This affects the visibility score (VAI) of the signs. For example, the performance of a non-lit panel will decrease from 17h in January, but only from 22h in June. And secondly: the variation in road traffic. The use of geolocalisation data and data from loop detectors makes it possible to take into account differences in traffic intensity between normal working weeks and different holiday periods.
The combination of both elements leads to a weekly seasonality index that reflects seasonal differences in performance. The exploitation tool has also been adapted to allow users to choose between an average campaign period or specific campaign dates. “Another step in the further enrichment of the CIM OOH study,” notes the CIM.
Source: Pub – 16/06/2020