Nielsen Wire » out-of-home viewing

Younger Adults More Likely to Watch Live TV Outside the Home, Tune in to Sports and Entertainment Programs

admin — Wed, 24 Mar 2010 16:10:48 +0000

Younger adult viewers tend to watch more live television out of home than older viewers, according to a Nielsen analysis of the Video Consumer Mapping study conducted by the Council for Research Excellence (CRE). Nielsen found that adults age 18-34 are 26% more likely to be exposed to live TV out of home than 35-54 and 13% more likely than 55+.

What a viewer chooses to watch on TV outside the home is also a function of his or her age. In general, Nielsen found that younger out-of-home TV viewers watched more sports and entertainment programming, while older viewers outside the home skewed toward news broadcasts.

The CRE study was conducted by observing the media usage among participants age 18 years and older in five DMAs (Atlanta, Chicago, Dallas, Philadelphia, and Seattle) in the spring and fall of 2008. The sample included 752 observed days for a total of approximately 750,000 recorded minutes.

A detailed look at the data lends insight into what people like to watch in different out-of-home locations. Entertainment and informational programming, for example, is most prominent at other people’s homes (52.6% of viewing minutes). But in restaurants, bars, and stores, 38% of all viewing minutes are devoted to sports programming. Meanwhile, viewers at work are equally split (in terms of live TV minutes viewed) between sports, entertainment, news, and advertising.

While viewers might be able to watch TV at out-of-home locations, they may not necessarily be able to hear what’s on screen. About one-quarter of live TV viewed at work is muted while almost 22% of bar and restaurant viewing takes place without sound. Only about one percent of viewing inside the home or at another person’s home is muted.

Download the full report Out of Home Television and Other Video Behaviors of U.S. Adults here.

Young Adults Watch the Most TV Outside of the Home

Nielsen Wire — Mon, 22 Jun 2009 13:34:55 +0000

Findings released today from The Nielsen Company show that out-of-home-television in 2008 was consumed more often by young adults age 18-24. Marquee sporting events such as the MLB World Series, the NBA Final games, as well as NFL regular season games showed the biggest draw for out-of-home television viewers, while TV programming during M-F daytime and on the weekends were watched more out-of-the-home than TV programs in other dayparts. The findings are based on data from the Nielsen and Integrated Media Measurement Inc (IMMI) out-of-home service, which captured linear television audiences outside of the home March – November 2008.

“Our work with IMMI shows that TV usage out of the home is a big component of video consumption, which Nielsen clients want to incorporate into their advertising negotiations. Nielsen is continuing to explore ways to accurately measure out of home video consumption, to provide a more complete picture of how people are watching TV. And because of the current economic conditions we are focusing our efforts on a service that will be valuable and economical to the industry,” says Marie Philippe, program manager of Out of Home measurement for The Nielsen Company.

More at MediaWeek.

Read Nielsen’s Out Of Home Viewing report.

Coming To A Gas Pump Near You: TV

admin — Tue, 22 Jul 2008 14:42:17 +0000

The Associated Press reported Tuesday that the number of televisions mounted atop gas pumps have skyrocketed since their introduction in 2006.

Programming at the pumps varies by location and TV provider, but all offer heavy rotations of 15-second ads.

The story cited a recent study by Gas Station TV and Nielsen, which found that 70% of people who watched the gas station ads remembered the products advertised, while 89% of consumers surveyed were willing to buy a product after seeing an ad on televisions attached to gas pumps.