Who was there

Audience composition, weekly

The mix of people the cameras read, by venue type, DMA, country and week. One row per attribute value, with its share, the readings behind it and the number of screens that carried it. Lifestyle values are IAB Audience Taxonomy 1.1 segment ids, so they join to any IAB-tagged data without a mapping table.

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The question it answers

Who is in front of screens in this kind of venue, in this market, this week?

122.6 million

attribute readings

21,784

rows

attributes

Measured over the 28 days to October 11, 2026.

The dataset

Grain: Weekly.
Cadence: Weekly rows, computed over the window you license.
History: From July 16, 2026.
Format: Parquet or JSONL.
Delivered to: Your S3 bucket, your GCS bucket, or a time-limited download link, with a manifest and a schema.
Method: How each measure is produced and how to add rows up: the measurement methodology.
On the network: Audience attributes, IAB audience segments.
Attributes: age
gender
mood
attire
apparel_tier
carried_items
activity_state
device_engagement
head_turn
exposure_quality
occupant_position
intent
cohort
lifestyle
venue

What buyers do with it

Audience profiles by venue type and market for media planning.
A weekly read on who is out and what they carry, for consumer and retail research.
Calibration targets for panels, lookalike models and audience extension.

The table

Read from the export registry each time this site is built.

`audience_composition_weekly`

Weekly, from July 16, 2026

Grain: One row per week_start, openooh_venue_type_id, dma_code, country, dimension and attribute_value.
Delivery: One file per delivery, as Parquet or JSONL.
Basis: Measured.
Definition: Version 2.

Column	Type	What it holds
`week_start`	date	Monday of the week.
`openooh_venue_type_id`	integer	OpenOOH venue type of the screens (0 = unclassified; a key column, so never NULL).
`dma_code`	string	Nielsen DMA code ('' = no DMA, outside the US; a key column).
`country`	string	Country ('' = unresolved; a key column).
`dimension`	string	The audience attribute. head_turn and occupant_position are image-frame values: head_turn is turned_image_left, turned_image_right, not_turned or not_assessable (where the nose points relative to the edges of the picture), occupant_position is image_left_third, image_center_third, image_right_third or driving (the third of the picture the person occupies). Neither is a side of the vehicle or the street: a rearward cabin camera mirrors the vehicle's left and right.
`attribute_value`	string	The attribute's value. lifestyle values are numeric IAB Audience Taxonomy 1.1 segment ids (segtax=4); the other dimensions use our own vocabulary.
`observation_count`	integer	Readings of the value in the week and cell. Unit: readings.
`screens`	integer	Distinct screens carrying the value. Unit: screens.
`attribute_share`	double	observation_count over every reading of the dimension in the same week, venue type, DMA and country. Unit: share.
`week_days_in_window`	integer	Days of the week inside the delivery window (7 except at its two ends). Unit: days.

Also answered live by the measurement API: Demographic share.

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Tell us the markets and the weeks you want. The sample is cut from production by the same export that makes the full delivery.

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All datasets · Next: Screen demographics