Reach

The Renew Network extends to over three million professionals in the City of London everyday. Our units have been strategically placed to achieve optimum viewing time, enabling our clients to receive a constant and continuous space to accomodate commercial campaigns.

Graph showing preferences of travel for London commuters

555, 935 commuters travel into the City by Underground

Survey Methodology

An observation study was carried out in the City of London and Westminster to gather evidence of current movement patterns. In this survey, approximately 110 individual locations were observed around the deployment areas, with approximately 78 locations in the City of London and 32 in Westminster. This data was then combined with pedestrian flow observations from 10 other previous projects undertaken by ISP. This resulted in a total of 182 individual locations observed in the City of London and 337 in Westminster. In terms of actual pedestrian flow on street segments this provides 98 samples in the City of London and 170 in Westminster.

In the City of London, the timing of pedestrian flows reflects the office land uses, with 3 peaks in pedestrian flows reflecting the morning commuter flows, the lunchtime activity and the evening commuter flows. This can be seen in Figure 2 above, which shows the average observed pedestrian flow sites in the City.

Pedestrian Flows over a 24hr period

To predict the missing time periods the streets were categorised into 10 different types of location based on land use and use levels. Each of the 10 individual location types were then modeled separately to predict the missing time periods.

As the actual flow levels vary within each of the datasets, the approach taken has been for each to take the maximum flow then to calculate for each hour, it’s percentage of the maximum flow for that individual flow location.

ISP’s database of pedestrian flow data has been used for the extrapolation of flows. This dataset contains over 1875 surveys on Weekdays in London and 753 surveys on Saturdays in London. Maps showing the locations of the Renew flow samples are shown on the A3 maps at the end of this document.

* Source London Underground entry and exit data 2011 and TFL planning CAPC survey, 2007

Walking is the main mode of transport in the City

• Travel into Central London by car is decreasing
• Train and underground remain the most popular ways to travel in
• Renew extend transport briefs

• 90% of journeys under 0.5km are by foot
• 37% walk into the City compared to 19% who drive in

* Source:  Intelligent Space Partnership reach analysis (15,500 per panel per day) and City of London worker breakdown (21% Banking, 10% Financial, 13% Insurance)