Version: 1.0.8 | Published: 10 Nov 2025 | Updated: 11 days ago
Location and Attributes of Outdoor Advertising Assets in Leeds (MAAP Leeds)
Dataset
Summary
Short Description:
Dataset of outdoor advert images from 30 Leeds neighbourhoods (LSOAs), May-June
2023. Includes advert characteristics (asset type, product). For food/drink
adverts, data includes weight, nutritional info & UK Nutrient Profiling Model
(2004/5) score.
DOI Name:
Data Citation:
Jenneson, V., Wilson, I., Pontin, F., Evans, C., Morris, M. A. (2025) "Location
and Attributes of Outdoor Advertising Assets in Leeds (MAAP Leeds)". (Version
1.0). Data asset provided by the Healthy & Sustainable Places Data Service
(ES/Z504336/1). Created by a project supported with funding from Research
England's Policy Support funding stream and the Economic and Social Research
Council Impact Acceleration Account (University of Leeds) (ESRC IAA 2023-2028
129797). doi: 10.82147/008
Alternative Name:
MAAP
Tier:
Tier 2
Access Type:
Safeguarded
Theme:
- Health
- Place
Documentation
Associated Media:
Description:
This dataset contains images of outdoor advertising assets collected across 30 neighbourhoods at the Lower Super Output Area (LSOA) level within Leeds during 5 weeks in May and June 2023. The dataset contains details of the advertising asset type (e.g. billboard, bus stop, etc) advert geolocation and neighbourhood characteristics at the LSOA level, including the Index of Multiple Deprivation (IMD) quintile (at Leeds level). Data is available about the advertisements on display at the time of data collection, such the brand, product and price of the product. For food and non-alcoholic beverage adverts, this dataset also contains its weight in grams, nutritional information such as Fat density, protein density etc and the product’s Nutrient Profiling Model (2004/5) score. To preserve anonymity of members of the public and researchers, an algorithm was applied to blur the faces of any captured in the images. This includes the faces of the some of the models in the advertisements. The GPS locations of the advertisements has been used to make a map dashboard for visual data exploration: MAAP Dashboard
For more details on the variables covered, please see the Data Dictionary
.
How Published:
Data asset provided by the Healthy & Sustainable Places Data Service
(ES/Z504336/1). Created by a project supported with funding from Research
England's Policy Support funding stream and the Economic and Social Research
Council Impact Acceleration Account (University of Leeds) (ESRC IAA 2023-2028
129797).
Coverage
Spatial
Spatial Units:
Lower Super Output Areas (2021)
Spatial Coverage:
England
Temporal
Start Date:
17 May 2023
End Date:
20 June 2023
Frequency:
STATIC
Date of Latest Release:
21 October 2025
Date of First Release:
21 October 2025
Temporal Aggregation:
Snapshot in time
Geographic Bounding Box
Lower Left Latitude:
53.7
Lower Left Longitude:
-1.7
Upper Right Latitude:
53.9
Upper Right Longitude:
-1.4
Provenance
Source:
Study Data
Purpose:
Data were originally collected as part of the MAAP project
Collection Situation:
Leeds neighbourhoods.
Collection Status:
Complete
Method of Collection:
The primary data collection involved a stratified sampling method to select
images for all advertising assets found in 30 Lower Super Output Areas (LSOAs)
across Leeds. Selection of LSOAs was based on the Index of Multiple Deprivation
(IMD) to ensure a representative sample covering the full range of deprivation
levels and a broad geographical spread, including areas of priority for Leeds
City Council. The sample of 30 LSOAs includes 6 LSOAs from each of the five IMD
deprivation quintiles. Fieldwork consisted of researchers walking pre-determined
routes within each of the selected LSOAs. These routes were calculated using
Geographical Information Software (GIS) to estimate the total road network
distance to cover the entire LSOA, with a pilot phase used to assess
feasibility. Image data of all in-scope outdoor advertisements visible from the
street were collected using researchers’ smartphone cameras with geolocation
data enabled (EXIF data). This allows for accurate mapping of the assets. Data
collection was conducted cross-sectionally over a single, five-week period in
May and June 2023, with the LSOAs visited in an order determined by block
randomisation to reduce time-related bias. A random sub-sample of LSOAs was
re-visited by a different researcher for validation. The collected image data is
subsequently coded against a pre-specified attribute list and mapped onto a
final dashboard.
Weighting:
N/A
Access and Governance
Usage
Resource Creator:
Victoria Jenneson, Agnibha Banerjee
Is Referenced By:
Jenneson VL, Wilson I, Pontin FL, Evans CEL, Morris MA. Mapping Advertising Assets Project: a cross-sectional analysis of food-related outdoor advertising and the relationship with deprivation in Leeds, UK. Public Health Nutrition. 2025;28(1):e161. doi:10.1017/S1368980025100670
Data Use Limitations:
Not for Commercial Use. (CC BY-NC)
Data Use Requirements:
- DISCLOSURE CONTROL
- TIME LIMIT ON USE
Access
Access Service:
All users of HASP Safeguarded Data will have to complete appropriate (as determined by HASP) safe researcher training before access to any HASP Safeguarded Data is granted. Outputs created by the user are not checked or approved by HASP as analysis is completed on a user’s own machine, although are governed by the terms for which the projects were agreed. The level of data granularity for this service is decreased relative to the HASP Secure Service; although user and project approval procedures remain the same.
Jurisdiction:
Great Britain
Data Controller:
Healthy and Sustainable Places Data Service
Availability Status:
Active
Licence:
This dataset is categorised as Safeguarded, and access is only granted upon a
successful application. Applications will be assessed based on their ability to
demonstrate that the proposed research benefits social science researchers,
businesses, government, or society at large. The research must not be conducted
for commercial gain or profit-making purposes.
Format and Standards
Language:
English
File Format:
- .zip
- .csv
- .jpg
Estimated Dataset Size:
1GB-5GB
Enrichment and Linkage
Data Pre-Processing Resources: