Route

The business operates as a joint‑industry audience measurement body for out‑of‑home advertising in Great Britain. It creates and maintains a standardised OOH audience dataset and a suite of audience metrics (reach, cover, impacts, frequency, GRPs) based on a defined technical methodology. Value is created by providing a single, trusted measurement currency that underpins OOH media planning, buying and auditing across the industry, reducing friction between buyers and sellers and enabling comparable, audited campaign evaluation.

Operationally, the organisation distributes data as quarterly releases in controlled formats (e.g. flat files via licensed providers and APIs through partners) to subscribed entities who incorporate the data into planning tools, trading systems and analytics. Industry stakeholders, including media owners and agencies, also underwrite and fund the service via long‑term contracts, ensuring continuity of the measurement infrastructure that the broader market depends on.

Route Research Limited is the UK joint‑industry currency for out‑of‑home (OOH) advertising audience measurement in Great Britain. It designs and maintains the standard dataset and metrics used by media owners, agencies and advertisers to plan, buy and evaluate OOH campaigns, using a methodology that combines travel panels, traffic and visibility modelling and attention studies.

The company generates income mainly through subscription and licensing fees for access to its quarterly audience data releases, with a published rate card scaled by subscriber revenue and status. Additional financial support comes from multi‑year funding and underwriting contracts with OOH industry stakeholders, including media agencies and media owners, who rely on the currency for trading and auditing OOH media.