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
2026-09
Latest series value
43%
Coverage
12,236
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
44.9% returning | 406 new
331
North West London
50.6% returning | 167 new
171
Birmingham
43.8% returning | 177 new
138
West London
49.3% returning | 136 new
132
South West London
50.0% returning | 124 new
124
North London
47.3% returning | 125 new
112
Manchester
42.6% returning | 132 new
98
Central London
43.9% returning | 120 new
94
Glasgow
43.7% returning | 112 new
87
Liverpool
43.9% returning | 74 new
58
South East London
33.1% returning | 113 new
56
Leeds
32.9% returning | 104 new
51
Latest continuity snapshot
Phone-based continuity
43%
3,464 of 8,093 identities also seen in 2026-08.
User ID continuity
55%
3,222 of 5,819 identities also seen in 2026-08.