Lighting up London

How The Audience Agency evaluated this year’s Christmas Light Switch On Events…

20 December 2016

Recently we’ve worked with New West End and Regent Street to evaluate their Christmas Lights switch on events.

On Sunday 6 November as traffic stopped from 12-8.30pm and Craig David hit the all important switch, The Audience Agency was there to evaluate what impact the event had on the road – both people’s perceptions of it (as it was sponsored by NSPCC this year and the event was strongly family focused) and how it affected people’s likelihood to spend. We interviewed attenders along the length of the road – from Wardour Street all the way to Selfridges. Some of us were positioned next to the big on-road activities – including a lifesize Opitmus Prime and a My Little Pony stage!

A week or so later, on Thursday 17 November we evaluated the Regent Street event where Holly Willoughby switched the lights on. Again the road was traffic free from 4-8.30pm. We worked to find out who the visitors are, what they do on the road, how aware of the event they were and whether they support these kinds of traffic free events.