Study finds sizeable audience watches television out of the home

April 18, 2006

Nearly 44 million people over the age of 18 watch television in unmeasured, out-of-home locations each week.

According to a new study from The Total TV Audience Monitor (T-TAM) conducted in fall 2005, this unduplicated out-of-home (OOH) audience represents an increase of more than 1 million people from 2004 and is 20 percent higher than the 36.3 million measured in 2003.

The study found:

  • Adult viewers watching TV outside the home average 9.5 hours of OOH viewing per week — an increase from 7.3 in 2004 and 6.5 hours in 2003.
  • The largest segment of the OOH audience comes from college locations. More than 11 million college students are watching OOH and averaging 12.5 hours of OOH TV viewing per week.
  • The OOH audience is young. About two-thirds (65 percent) of the OOH audience in the average quarter hour is between the ages of 18-34. Networks are undercounting their 18-34 audience by 15 percent on average (total day) when they overlook this OOH viewing.
  • Much of the OOH audience is incremental. One-third of the 18- to 34-year-old audience watching TV OOH in the average week does not watch anywhere else.

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