In its latest LENS Analytics report, LUMO Digital Outdoor is reporting that Kiwis are finally returning to the five major CBD’s across the country.
Data from LUMO’s LENS Analytics shows a steady increase in traffic audience reaching 102.5 percent of normal benchmark volumes over the last week. This is important as it marks a return to a new form of normality following the announcement of New Zealand’s shift to Orange, under the government’s Covid traffic light system.
Despite the consecutive Easter and Anzac weekends when many took the opportunity to get away, the data saw positive changes across LUMO’s national network with 103.5 percent of benchmark levels in Auckland, 96.4 percent in Wellington, and 96 percent in Christchurch.
Interestingly, LUMO’s regional markets saw a significant spike in traffic over the Anzac weekend with an increase of 25.4 percent in Hamilton and 31.8 percent more traffic in Tauranga when compared to 2021.
LUMO Co-Founder & CEO Phil Clemas says that these numbers show a positive change following the shift in Covid alert levels. Not only does the data reflect a return to business as usual, it signals returned confidence for OOH providers.
“The LENS data has shown a steady increase in our road-traffic audiences over the last couple of months. From a low daily point of 74.2 percetn of normal benchmark in Christchurch on Tuesday March 22nd, to a high of 140.9 percent in Tauranga on Saturday April 23rd”.
“In Auckland, there was a clear difference in travel behaviour between the inner-city and outer CBD fringe. LUMO’s screen network measured a daily average of 75.7 percent of normal during the week of March 7th in the inner city, compared to 103.6 percent of normal in the outer suburbs. This improved for both areas with the inner city now at 92.6 percent and outer areas 116 percent last week. This is giving our clients the confidence needed to bring DOOH back to the media schedule”.
