The week of May 4, we saw almost national increases in movement around Out-of-Home (OOH) properties. This week, we turned again to our OOH COVID-19 Dashboard to find out if the trend of increased movement continued into the week of May 11 through May 17. Ubimo’s data showed that, nationally, movement was down -3.7% the week of May 11 compared to the previous week. What does the story look like at a Designated Marketing Area (DMA) level?
Increased Movement in Surprising DMAs
The majority of DMAs experienced decreases in movement, except for 33 DMAs. Of those whose movement increased, notably, two DMAs hard hit by COVID-19, Detroit and New York, actually had increased movement the week of May 11 through May 17. In Detroit, foot traffic was up by 4.7%. In New York, it was up by 4.2%. Overall movement in these cities is still well below what it was pre-COVID, but they are continuing on an upward trend in movement around OOH.