This banner ad is currently running at avios.com:
… and I find it a little odd.
The Avios scheme launched in November 2011. The figure of 48,000 members who have flown since launch only runs to 20th April, but that is still a five month period. On this basis, avios.com is only seeing 300 members flying per day, assuming one redemption per member.
That is a very small number given the sheer scale of the scheme. I don’t know the number of ex-Air Miles members but it was stated last year that BAEC, Iberia Plus and Air Miles had 5.5 million combined members. 300 flying per day out of (a fairly chunky percentage of) a 5.5 million base seems very small indeed.