OOH audiences return after initial COVID-19 free-fall, despite ‘the threat of a fine’: QMS data
Lockdown restrictions are yet to be formally eased, but data from out of home (OOH) company QMS points to OOH audiences slowly returning after an initial slump – CBD contacts dropped an average of 71% year-on-year in April – as COVID-19 forced people inside.
At their lowest, OOH audiences dropped by 54% in the week commencing 6 April, and total contacts by 67%. But data up to 3 May points to a reach increase of 26%, and contacts climb of 18%, from that early April position.
QMS said the gradual return of audiences, despite the legal obligation to obey social distancing rules and only leave home for essential reasons, shows “the need for humans to be mobile and experience their freedom, irrespective of the threat of a fine or embarrassment for defying the rules”.
It is great that they are sharing their insights rather than going very quiet about it.
I’m just surprised as if it really is only a drop of 50% across the country it means we/ Australians were not as “self isolating” as we were supposed to be.
I didn’t venture out of my postcode for 6 weeks but perhaps I am in the minority.