Our Numbers

📊 How We Calculate Impacts Across the Grassroot Media Network

At Grassroot Media, one of the questions we’re asked most often is:

“How do you calculate your impacts?”

It’s a fair question. Grassroots sport isn’t a traditional media channel, so standard OOH methodologies don’t always apply cleanly. Instead, we’ve built a model grounded in real-world behaviour inside sports clubs: how people actually move, socialise, and spend time in these environments.

This article breaks down that methodology in a transparent, defensible way.

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🧠 Step 1: Start With Real Footfall

We begin with weekly footfall, not assumed impressions.

This includes:

• Players (home and away)
• Coaches and volunteers
• Officials and referees
• Spectators and social members

It reflects people physically passing through the club each week, not passive or digital audiences.

Across our network, this totals hundreds of thousands of weekly visits

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🔁 Step 2: Convert to Campaign Timeframe

Most campaigns are measured in fortnights or months, so we scale footfall accordingly:$$\text{Fortnightly Footfall} = \text{Weekly Footfall} \times 2$$Fortnightly Footfall=Weekly Footfall×2

This gives us the total number of visits during the campaign period.

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👀 Step 3: Apply Realistic Viewing Behaviour

This is where grassroots environments become powerful.

Unlike traditional OOH (where exposure is fleeting), sports clubs offer:

• Long dwell times
• Repeated movement through the same spaces
• Social environments (bars, changing rooms, terraces)

We therefore apply “views per visit” multipliers, based on environment:

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🚿 Changing Rooms (High Attention, Repeated Exposure)

• Players spend extended time:
  • Pre-match
  • Half-time
  • Post-match
• Posters are viewed repeatedly at close range

Assumption: ~15 views per visit

This reflects:

• Natural eye movement
• Idle time (waiting, changing, showering)
• Group environments where attention lingers

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🍻 Clubhouse Bars (High Frequency, Social Viewing)

• People spend longer periods (often 1–3 hours)
• Frequent glances while:
  • Talking
  • Waiting at the bar
  • Watching sport

Assumption: ~20–30 views per visit
We use a defensible midpoint of 25

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📺 Digital Screens (Structured Loop Exposure)

Screens run on structured playlists:

• Typically 10-second content slots
• Rotating continuously throughout opening hours
• Content repeats at DOOH standards of every ~60–120 seconds depending on agreed frequency

This creates high-frequency exposure within a single visit.

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📐 Step 4: Account for Environment Structure

Not every person sees every asset.

Changing Rooms:

• Audience is split across rooms
• Each person typically uses one changing room per visit

$$\text{Audience per Poster} = \frac{\text{Footfall}}{\text{Number of Changing Rooms}}$$Audience per Poster=Number of Changing RoomsFootfall​

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Bars:

• Shared, communal space
• Full audience has visibility
• No division required

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🧮 Step 5: Final Impact Formula

Changing Room Posters (per poster)

$$\text{Impacts} = \left(\frac{\text{Footfall} \times 2}{\text{Changing Rooms}}\right) \times 15$$Impacts=(Changing RoomsFootfall×2​)×15

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Bar Posters (per poster)

$$\text{Impacts} = (\text{Footfall} \times 2) \times 25$$Impacts=(Footfall×2)×25

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Example (Typical Club)

• Weekly footfall: 500
• Changing rooms: 3
• Bar posters: 2

Changing Room Poster:

$$(1000 / 3) \times 15 \approx 5,000 \text{ impacts per fortnight}$$(1000/3)×15≈5,000 impacts per fortnight

Bar Poster:

$$1000 \times 25 = 25,000 \text{ impacts per fortnight}$$1000×25=25,000 impacts per fortnight

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⚖️ Why This Method Is Right

This approach is grounded in observable behaviour, not inflated assumptions:

1. Real Environments, Not Passing Traffic

People are not walking past at speed—they are:

• Sitting
• Socialising
• Spending extended time in place

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2. Repetition Drives Recall

Campaign results support this model:

• Octopus Energy: 87% brand recall in bowls clubs
• Yorkshire Tea: 81% recall in changing rooms

This level of recall is only achievable through high-frequency exposure in trusted environments.

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3. Conservative, Not Inflated

We:

• Use mid-range assumptions (not maximums)
• Avoid double-counting across environments
• Separate spaces (changing rooms vs bars)

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📍 The Key Takeaway

Grassroots sports clubs are not just another OOH environment.

They deliver:

• High dwell time
• Repeated exposure
• Trusted, social settings
• Consistent weekly audiences

That combination creates something rare in media:

👉 High-frequency, high-attention impacts at scale

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🚀 Final Thought

We don’t claim to be traditional OOH.

We’re something different:

Active-Social OOH: built around real behaviour, not assumed visibility.