Audience Measurement

Sports, News Top Out-of-Home TV Genres: Nielsen

Majority of out-of-home viewing comes from ‘core buying demographics,’ study says 8/04/2017 4:15 PM Eastern

Offering some good news to apps and OTT services such as Watch ESPN, Fox Sports Go, Newsy and CNNgo, sports and news were the most-viewed genres for out-of-home viewing, Nielsen found in a study presented at the Television Critic’s Association tour in Los Angeles.

That study, which also factored in TV viewing at bars, gyms and airports, not just apps on mobile devices, found that sports delivered an out-of-home viewing lift of 9%, another 2 hours and 37 minutes on top of the nearly 30-hour average per person (6 years-plus) watching sports. News was next followed by  children’s multi-weekly programming, general dramas, sports commentary, and sit-coms.  

The study also found that nearly 60% of OOH impressions came way of “core buying demographics,” while OOH viewing among people 18-34 contributed an 8% boost from in-home viewership, and 6% when the group was expanded to 18-49.

“While only a portion of the Nielsen Total Audience, OOH viewing is an integral part to clearly viewing the whole media consumption picture,” Nielsen concluded.

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