35-54s

35–54-year-olds form the engine of UK motorway traffic, making i-media's national network of 135 service areas the most efficient way to reach them repeatedly across the journeys they make every week. Often older singles and couples balancing independence with family life, this age category generally spend on flexibility and quality experiences rather than excess. They often have higher levels of income than Gen Z, and hold a blend of nostalgic and modern entertainment preferences. i-media screens capture this audience in a high-dwell mindset when they are most receptive to brand messaging.