VantageOOH · DOOH Lift Study

Stockholm Marathon Footfall Surge

How a single day programmatic DOOH campaign rode the Stockholm Marathon footfall surge, measured screen by screen from live mobile movement data against a typical Saturday baseline.
Advertiser ConfidentialDate Sat 30 May 2026Network JCDecaux SEFrames 153 across central Stockholm
Surge Score
above a typical Saturday baseline, impression weighted
Additional Impressions
extra impressions the surge delivered on top of booked impressions
Bonus Media Value
free incremental media the surge delivered at the booked rate
Surge Adjusted CPM

Footfall through the day

A typical Saturday versus marathon day, as average venue activity. Live footfall sits above baseline from morning through the afternoon, peaking across the race window.

Live footfall through race day

Each dot is a campaign frame, sized by impressions and coloured by live footfall. Press play to watch the crowds build and move with the runners.

quietbusypackedMarathon routedot size is impressions

Best performing locations

Worst performing locations

Footfall at the point of sale

The brand's points of sale sit inside these host supermarkets. The two stores right by the marathon finish (ICA and Hemköp at Fältöversten, Karlaplan, beside Stockholms Stadion) saw race-day footfall jump +42% over a normal Saturday as runners, families and spectators converged. Use the menu to explore all stores combined, or any individual store.

Methodology. Surge Score compares live footfall on race day against a typical Saturday baseline for each location and hour, impression weighted across all campaign frames. Since advertisers are charged on historical, aggregated audience estimates, crowd surges lead to additional media value. The campaign reached more people than the booking assumed, at no extra cost. Bonus Media Value is that incremental audience priced at the booked rate, and Surge Adjusted CPM restates the effective cost per thousand once the surge audience is counted.