Route
Audience measurement body · London, United Kingdom
Route is the Joint Industry Currency (JIC) for out-of-home (OOH) advertising audience measurement in Great Britain, providing audience data for adults aged 15 and over. According to its website, Route reveals who sees advertising on posters and digital screens, and its data is used to plan, trade, and evaluate OOH campaigns across the market. The measurement combines multiple data sources and methods, including GPS tracking of travel behavior, demographic surveys, eye-tracking, and volumetric information about sites, to model audiences rather than relying solely on viewable-impression counts.
Route emphasizes attention-based metrics, focusing on people likely to actually see an advertisement, and projects audiences for roughly 400,000 posters and screens, with figures updated quarterly. Operated by Route Research Limited and based in London, it functions as an industry-owned currency serving media owners, agencies, and advertisers with a common, independent dataset. Route positions itself as a leading OOH measurement system internationally, aiming to give the market meaningful, comparable audience information for planning and accountability.