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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