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

*Source: Route

Big Impression

The Big Impression measures the most seen OOH campaigns every month. Working in conjunction with Opinium, Primesight tests 30 campaigns every four weeks asking the public which ones they recall seeing in their period of display. This provides us with a prompted recall figure and the campaigns are ranked according to the amount of public recall they have achieved. Every month, the top 10 campaigns feature in Campaign magazine, along with commentary from a senior industry figure usually connected in some way to the best campaign.

The Big Impression

Top 10 out-of-home campaigns

McDonalds 'Signature Beef' Small and Large Format Roadside 218
KFC 'Southern Bites' Small and Large Format Roadside 198
NowTV 'Over 300 Box Sets' Large Format Roadside 158
Tesco Small and Large Format Roadside 147
20th Century Fox 'Maze Runner' Small and Large Format Roadside 135
Studio Canal 'Early Man' Bus 130
Sky 'Britannia' Small and Large Format Roadside 119
BT Mobile Small and Large Format Roadside 116
Specsavers Small and Large Format Roadside 99
Hula Hoops Small Format Roadside 88

*Index "100" represents the average recall score for all measured national OOH campaigns in the tested period

“OOH is a pivotal media channel to help deliver Tesco’s brand-building campaigns, such as the current ‘Food Love Stories’ activity”

EMMA BOTTON, UK Marketing Communications Director, Tesco

This chart lists the out-of-home campaigns which had the greatest recall in the period 15 January - 11 February 2018.


Primemobile is a market research technique specifically developed for the Out of Home market

It is a mobile survey encompassing 500 respondents using a pre, during and post survey across your campaign. Using Primemobile will ensure research delivering the following: 

Best use of technology 

Capture real impacts 

No misattribution 

Get the power of each creative 

Discover effective frequency 

Understand moments of recognition 

Awareness and attitude

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Primesight understand the importance of getting the creative right. We have developed unique research software to help evaluate the visual attention received by the creative execution.

By utilising this visual analysis software which predicts where people initially look when viewing complex scenes, we are then able to offer thought or guidance on a campaign. A wide variety of our clients have used Primedesign to assess and improve the effectiveness of the visual impact. For those that have invested in out of home media with

Primesight, we provide this service as part of our drive for better results.

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Primesight uses EPOS (Electronic Point of Sale) data to provide accountability of convenience 6 sheet campaigns to our clients. The data enables us to examine the effect of convenience advertising. This is done through the analysis of sales data across test stores (where the advertising is active) vs control stores where there is no advertising. The data can be used to show direct sales uplift during and following a campaign.


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.