A deceptively bustling metropolis and the winner of the coveted ‘UK City of Culture’ award for 2021, Coventry holds huge value for advertisers in the West Midlands (and indeed throughout the UK).
This reputation is supported by the high-growth rate of the local economy, while the relatively young and active nature of regional demographics in Coventry also ensures that outdoor advertising is a particularly effective medium.
But what are the core demographics of Coventry, and why is outdoor advertising so advantageous for local businesses?
Why Advertise on Billboards in Coventry?
The city of Coventry has come a long way since its days as the market leading ribbon-maker in the UK, with the location now renowned for its automotive, electronic and agricultural industries in particular.
Of course, the motor industry has declined significantly since the 1980s (as is the case in most of the UK), but Coventry firm LTI continues to manufacture the UK’s iconic black cabs on a large and independent scale
Coventry also remains home to several established automotive brands, including Jaguar Land Rover, Aston Martin, Peugeot Citroen and Rolls Royce. These companies sit alongside organisations like Severn Trent, IBM and the University of Warwick, all of whom serve as mass employers in the city.
These employers help to underpin a diverse economy and bustling labour market, creating a scenario where Coventry has continually increased its regional gross added value since the turn of the century (particularly in the services sector).
Coventry also sits along the popular Birmingham to London commuter route, with these two entities connected by a number of major roads such as the M1, the M40 and the A41. As a result, there’s plenty of roadside locations for advertisers to target with billboards, with this offering an increasingly attractive proposition.
This location is also home to Coventry City Football Club, which provides additional outdoor advertising opportunities for brands within the region.
The Population and Demographics in Coventry
The population of Coventry is estimated to be in excess of 316,960 people, comprising a 50/50 split between men and women.
Interestingly, Coventry boasts an average age of just 37, while the median age is even lower at 34. This is indicative of a vibrant and active economy, while it also suggests that the dominant demographics in Coventry will spend a good deal of their time outside of the home.
As you’d expect for a cosmopolitan city that sits along the London commuter route, professional, elementary and administrative staff dominate the workforce. In fact, people in such roles account for 40.1% of the local labour market, with associate professional and technical employees compromising a further 10.8%.
Skilled trades people also account for 10.2% of the workforce, which is typical for a bustling local economy with a large number of corporations.
There’s also a broad mix of lifestyles in Coventry, which creates variable demand for a wide range of products and services. While 41.1% of the population is married, for example, 31.0% are single (with a further 9.0% separated or divorced).
Why Outdoor Advertising in Coventry is Beneficial
Coventry is one of the biggest cities in the West Midlands, while its superb transport links to Birmingham, Rugby, Northampton and London make it highly appealing to outdoor and billboard advertising.
The city is also home to a vibrant economy and increasingly young population, the majority of which works full-time and spends a large amount of its time outside of the home.
This creates a unique opportunity for brands to target customers with OOH whilst they’re on the move, whether they’re commuting to work, out shopping or dining out with friends!