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
2026-05
Latest series value
48%
Coverage
13,081
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
48.7% returning | 407 new
386
North West London
53.3% returning | 165 new
188
West London
49.1% returning | 193 new
186
Birmingham
50.9% returning | 162 new
168
North London
55.0% returning | 126 new
154
South West London
50.4% returning | 127 new
129
Central London
42.5% returning | 142 new
105
Manchester
48.1% returning | 112 new
104
South East London
47.0% returning | 106 new
94
Glasgow
48.5% returning | 100 new
94
Leeds
36.9% returning | 113 new
66
Liverpool
42.9% returning | 84 new
63
Latest continuity snapshot
Phone-based continuity
48%
4,063 of 8,393 identities also seen in 2026-04.
User ID continuity
n/a
0 of 57 identities also seen in the previous month.