According to a new digital out-of-home (DOOH) campaign by the portable sleep tracker Oura Ring that ran in Times Square this week, Americans slept an average of 25.2 minutes less than usual on election night.

The data, presented with the help of the Mischief agency, revealed that the deficit totaled nearly 139 million hours of sleep across the country that Tuesday. Unsurprisingly, Oura has seen an upward trend in the use of the stress (15%) and fear (9%) tags within the platform.

The registered impact of the presidential competition on America’s sleeping habits may also have been somewhat mitigated by the extra hour the daylight saving time switch had allocated days earlier, which the company said dramatically improved Americans’ average sleep times.

Oura

Oura was able to estimate the statistics based on anonymized data obtained from its ring devices. The company’s wearables use infrared light sensors to measure heart rate through the capillaries in the finger. It is claimed that this method is more accurate than other wearable devices that measure conditions on a user’s wrist.

“What is measured is mastered – and you can see how certain behaviors affect your personal wellbeing,” Harpeet Singh, CEO of Oura, said in a statement. “If we take a step back and look at population-level data, we can gain new insights into cultural moments and make discoveries that we may not have seen before.”

Greg Hahn, chief creative officer and co-founder of Mischief, said the team decided to share the data on such a large platform as a reminder to Americans that they are not currently facing stress and other mental health issues alone.

“Right now the country is going through such an emotional and stressful time,” said Hahn. “No matter which side of the aisle people are on, we all share this fear. This is a moment to remember that we are all human and that stress challenges us all. We wanted to bring Oura’s understanding of general health to life in meaningful ways. “

The campaign will also run ads based on the data through digital and social channels.

Outdoor advertising has gradually rebounded as the economy re-opens in seizures and beginnings and Americans more abandoned their homes after quarantine periods, although much of the hot property has moved from central business and business districts to more residential areas.

Don’t miss that Brandweek Sports Marketing Summit and Upfronts, a virtual live experience 16.-19. November. Get insights from leading athletes, how they mastered a year of surprises and changes, and what to expect in the coming year. To register.