Accounting for around one in nine of all service area visits, HGV drivers combine legally mandated rest breaks with genuine repeat frequency, making them one of the highest-dwell, most habitual audiences on the network.
i-media's ANPR data identifies the sites and dayparts where professional drivers dominate, letting fleet, fuel card, tech and food brands own the moments this hard-to-reach community actually stops. Time at the services isn’t just leisure, it's a necessary pause built into the working day, which means brands offering genuine utility, whether that's fuel, food, connectivity or driver welfare, are met with real relevance.
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