Outdoor advertising reaches 98% of the UK population every week*

*Source: Route


Primesight offers unrivaled coverage across the UK. With an extensive network of large and small format roadside panels, digital panels in central urban areas, together with a unique cinema foyer screen offering and premium airports nationwide, there is no region in the UK which cannot be covered by advertising on Primesight panels.

Here are some of the key stats:

  • Primesight roadside panels cover 70% of the entire UK population
  • 3.3 million people see our panels in cinemas every week
  • An average of 6 million passengers through Primesight airports every month

Sources: ROUTE/CAA PAX 2015


Primesight’s roadside coverage offers effective delivery across all UK regions:

Border: 61.5% North Scotland: 60.5%
Central Scotland: 80.5% North West: 87.4%
East of England 74.9% South & SE: 77.7%
London: 86.7% South West: 63.6%
Midlands: 82.6% Wales & West: 75.2%
North East: 86.1% Yorkshire: 87.3%


Our roadside coverage enables an advertiser to deliver a truly broadcast campaign across every region of the UK, targeting a range of audience segments. Our environments allow for greater targeting of specific target demographics, and we are uniquely positioned to combine scale with efficient targeting.

Targeting Families in Cinemas:

  • Parents with children make up 41% of yearly cinema admissions (CAA 2015)
  • Families (i.e. parents with children) are 44% more likely than the overall population to be heavy cinema goers (TGI Q2 2016)

Targeting 18-34s in Cinemas:

  • Over ¼ of all cinema admissions are from 18-34 year olds (CAA 2015)
  • 18-34s are 67% more likely than the overall population to be heavy cinema visitors

Source: Primesight / Opinium, 2015


Primesight are a Board member of Route, the industry body for the measurement of out-of-home audiences. Route research combines the key elements of an extensive Travel Survey, a comprehensive Traffic Intensity Model and a ground breaking Eye Tracking Study, making it the world leader in the capture and application of audience data to measure the reach and frequency of outdoor advertising campaigns.

Case Studies

For our campaign effectiveness case studies, please filter below.


O2 Read More >

O2 scored a media first at London Gatwick Airport with targeted, relevant messaging that changed using real-time flight arrival data. Read on for the impressive results.

Snickers Waterloo Domination

Snickers Waterloo Domination Read More >

Snickers wanted to make a big splash on Valentine's Day by creating a PR-able stunt providing plenty of media coverage around their current messaging of 'You're Not You When You're Hungry'.

Thomas Cook Airlines

Thomas Cook Airlines Read More >

This campaign sought to provide Thomas Cook Airlines passengers with a positive customer experience by giving them something to smile about right at the start of their journey.


easyJet Read More >

A media first, and dynamic 12-month campaign promoting easyJet across various formats at Gatwick Airport. This campaign further increased easyJet's customer base through effective and frequent flyer messaging.


Coty Read More >

Luxury fashion brand Calvin Klein launched a worldwide ad campaign for its new perfume “ck2”, exclusively for the travel retail market at Gatwick Airport.


Canon Read More >

As a result of their first ever airports campaign, Canon saw a 10% uplift in website traffic.

Virgin Money

Virgin Money Read More >

With their takeover of Gatwick Airport South Terminal departure lounge Virgin Money raised awareness of their travel insurance offer and gave travellers a fun, one-off experience to start their holiday the right way.

TransPennine Express

TransPennine Express Read More >

TransPennine's innovative DOOH campaign at Manchester Airport saw an uplift in ticket sales and was shortlisted at the 2016 UK Customer Satisfaction Awards.

Land Rover

Land Rover Read More >

Using a bespoke special build at Gatwick, Stansted and Manchester airports, Land Rover wowed consumers with this experiential campaign that received 45,000 interactions in four weeks.


Jameson Read More >

Jameson's award-nominated #BeOriginal360 campaign saw a sales uplift of 39% as a result of their Gatwick Airport advertising.

Twentieth Century Fox

Twentieth Century Fox Read More >

Capitalising on the insight that many package holiday and short-haul flights don't offer in-flight entertainment, Twentieth Century Fox Home Entertainment targeted passengers at Gatwick Airport with great download offers.

Cheshire Oaks

Cheshire Oaks Read More >

Promoting their 60% sale using local proximity marketing, Cheshire Oaks saw great results through their Manchester Airport DOOH campaign.

Columbus Direct

Columbus Direct Read More >

Targeting an audience in a travel frame-of-mind was crucial to promoting Columbus Direct. Gatwick Airport during the summer months was the natural place in which to reach their target audience, providing the opportunity to reach passengers who had forgotten to purchase travel insurance.

British Gas Hive

British Gas Hive Read More >

British Gas launched the world’s first digital out-of-home campaign using flight data to target UK passengers as they touched down in Britain at Gatwick Airport.

The Wish

The Wish Read More >

Avid readers are 30% more likely than the national average to be heavy cinema goers. Armed with this knowledge, author Bill Griffin chose to target his ideal audience through digital cinema 6-sheets, ahead of the launch of his book 'The Wish'.


Yazoo Read More >

Using the Primesight convenience pack Yazoo specifically targeted savvy shoppers for that all important impulse buy on their path to purchase. The targeting worked, with an impressive 24% rise in sales in target stores.

Pets at Home

Pets at Home Read More >

The Pets at Home retail chain wanted to raise brand awareness, and specifically drive interest in their in-store 'My Pet Pals' workshop. The brand's target audience was families with children and cinemas were the perfect environment to reach these consumers.


Lynx Read More >

Looking to get guys to fall in love again with the brand, Lynx reached their audience with digital cinema 6-sheets through a carefully targeted group of film showings.

Hyundai Fandome

Hyundai Fandome Read More >

As an official sponsor of the UEFA Euro 2016 Football Championships, Hyundai required a campaign which would generate an extra level of standout for the duration of the tournament. With Network and a cross-media campaign they achieved everything they set out to do.

Skyscanner Presenz

Skyscanner Presenz Read More >

Skyscanner wanted to retain and acquire new customers using a proximity targeted campaign that would engage and delight consumers with a rewarding opportunity to win a trip to New York.

Liverpool City Council

Liverpool City Council Read More >

Liverpool city council wanted to push a clinical message targeting 18-30 year olds with a particular focus on students. The DrinkLessEnjoyMore campaign is about promoting an enjoyable night out but suggests if you drink less you are less likely to have your night cut short by being refused entry to a bar/pub/club, being refused service for being too drunk or being fined for buying a drink for someone who is clearly drunk.The campaign, a joint initiative between Liverpool City Council, Merseyside Police, CitySafe and Liverpool NHS Clinical Commissioning Group, aims to raise awareness of the 2003 Licensing Act, which states it is illegal to buy alcohol for someone who is clearly drunk and for bar staff to serve someone who is clearly drunk.

Lucozade Energy's Find Your Flow - Network

Lucozade Energy's Find Your Flow - Network Read More >

Lucozade’s 'Find Your Flow' was one of the biggest campaigns in 2015, targeting a wide audience of 'everyday strivers' with a combination of TV, Radio and OOH. Everyday strivers comprised people who work hard, play hard and pack their days full. Looking to make a big impact and position Lucozade as relevant to everyday dips in energy levels, Primesight suggested a revolutionary media first to support the campaign.

Scottish Government Bus Shelters

Scottish Government Bus Shelters Read More >

Detect Cancer Early was originally launched in February 2012 to increase the proportion of people in Scotland who are diagnosed in the early stages of breast, bowel and lung cancer by 25 per cent, by the end of 2015. The latest Detect Cancer Early message was designed to recommend that anyone suffering from a cough for three weeks or more should visit their GP to be checked out.

Metro Radio Arena

Metro Radio Arena Read More >

The Metro Radio Arena Newcastle is the largest concert and exhibition venue in the North East of England. Metro Radio Arena wanted to use a medium that could reach as many people as possible. Because of the diversity of demographic that the Metro Radio Arena requires in music and entertainment preferences, it was essential to create scale and frequency.

Vita Coco - Waterloo Domination

Vita Coco - Waterloo Domination Read More >

Vita Coco wanted to build further brand awareness for their Vita Coco Coconut Water as a natural, everyday lifestyle beverage and a compelling summer choice for consumers looking for a healthier option in soft drinks, whilst continuing to increase their category domination as market leader. Additionally, the brand wanted to create a buzz, drive creativity and overall intrigue and continue to bring out the fun side of the Vita Coco brand for its core target audience.

Peroni - Waterloo Domination

Peroni - Waterloo Domination Read More >

Peroni believe that Italian style is characterised by being Authentic, Crafted, Effortless, Timeless, Distinctive, Confident, Iconic, Passionate, and Understated. They want to be one of the top 3 Italian brands for style and quality. Peroni's campaign was built upon two core pillars. Those two pillars are telling & living.

NOW TV - Digital Cinema Interactive

NOW TV - Digital Cinema Interactive Read More >

Now TV allows viewers to watch Sky Movies, Sky Sports and Sky entertainment TV programmes without a Sky subscription, either by paying for the month (movies and entertainment) or for day passes (sports). The Objective was to create a campaign that was inclusive, fun and encouraged interaction with the range of fantastic family movies available on Now TV this summer.

MasterCard - Roadside

MasterCard - Roadside Read More >

MasterCard wanted to give Londoner€™s €"money can'€™t buy" experiences€™ by engaging with their long term €'Priceless€'™ marketing strategy.

Innocent Smoothies - Waterloo Domination

Innocent Smoothies - Waterloo Domination Read More >

Innocent launched a multichannel campaign looking to promote its new '€œtastes good, does good€' proposition. The activity celebrated the €œChain of good€ that begins with an Innocent drink and aims to highlight the charitable donations that the brand makes to help people around the world.

Arla Waterloo Domination

Arla Waterloo Domination Read More >

Arla launched a new sub-brand to complement the existing Lurpak range of products; Lurpak Cooks Range consists of four butter based products aimed at ambitious home cooks.


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​A year in review: some of Primesight’s biggest highlights of 2017

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