Indicator detail
Advertiser Continuity Index
Tracks how much of the monthly advertiser base was also observed in the previous monthly snapshot, using hashed advertiser identities.
Latest month
2026-08
Latest series value
41%
Coverage
10,338
Method
Continuity is calculated from hashed phone-based identities and user-based identities, then aggregated nationally and by region for adjacent monthly snapshots.
Interpretation caution
Identity continuity is still a proxy. Shared numbers, changing numbers, reposting, and missing user identifiers can all affect the observed overlap.
Largest latest regions
Regional context
East London
36.7% returning | 398 new
231
Birmingham
43.7% returning | 178 new
138
North West London
41.4% returning | 177 new
125
Manchester
43.6% returning | 127 new
98
West London
34.9% returning | 170 new
91
South West London
37.5% returning | 145 new
87
North London
34.0% returning | 140 new
72
Central London
39.1% returning | 106 new
68
Glasgow
45.3% returning | 76 new
63
Leeds
36.5% returning | 99 new
57
Liverpool
46.7% returning | 64 new
56
Leicester
38.2% returning | 84 new
52
Latest continuity snapshot
Phone-based continuity
41%
2,844 of 7,012 identities also seen in 2026-07.
User ID continuity
50%
2,597 of 5,157 identities also seen in 2026-07.