In the realm of Out-of-Home (OOH) advertising, particularly within grassroots sports clubs, the landscape is as diverse as the communities they serve. At Grassroot Media, from mbcg ltd, we not only focus on small village clubs but also partner with larger clubs and council facilities like the the City of London Corporation and London Borough of Merton, which boast significant footfall. Here’s how we navigate this varied terrain to calculate our audience figures for our network of 450 grassroots football locker room posters.
The Spectrum of Grassroots Football Clubs
Our network spans from quaint village clubs with two changing rooms to sprawling council facilities with extensive usage. This diversity not only enriches the community fabric of grassroots football but also presents a wide array of advertising opportunities. Larger facilities operate at a higher frequency, hosting multiple teams and events throughout the week, significantly boosting footfall and exposure for our advertisers.
Calculating Footfall with Precision
We gather data directly from clubs, ensuring our calculations reflect the real usage patterns. The average usage for each changing room is a blend of small-scale and large-scale facility data, providing a comprehensive overview:
- Weekly Usage per Changing Room: 5 times
- Average Individuals per Usage (including subs and staff where appropriate): 70
- Total Changing Rooms in Network: 450
Reach: Reflecting the Diversity
Our approach to calculating reach takes into account the variety of our network. From intimate village clubs where everyone knows each other to bustling council facilities where different teams converge, our reach is as dynamic as the clubs themselves:
- Fortnightly Footfall: 450 changing rooms x 70 individuals x 2 weeks = 63,000
- Monthly Reach: ((63,000/2) + (63,000/2 away players)) x 2 = 94,500
OTS/Impacts: The Power of Engagement
In grassroots football clubs, the engagement is personal and intense. Players spend significant time in the changing rooms, making them highly receptive to advertising messages. Our conservative estimate of 8 views per poster per visit underscores the focused nature of this setting. Larger facilities amplify this effect, offering sustained exposure to a broader audience.
Embracing the Diversity
At Grassroot Media, we celebrate the diversity of grassroots football clubs. From the local village teams to major council-run facilities, each club adds a unique thread to the tapestry of community sports. Our advertising solutions are designed to harness this diversity, offering brands a nuanced, engaged, and varied audience.
Join us at Grassroot Media as we continue to innovate and provide transparent, impactful advertising solutions that resonate with diverse audiences across the grassroots football spectrum.