ABC Backing Out-of-Home TV Research - Multichannel

ABC Backing Out-of-Home TV Research

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ABC Television Network announced Tuesday that it’s joining The Walt Disney
Co. sibling ESPN in cosponsoring the fall-2003 "Total TV Audience Monitor
(T-TAM)" study.

Last fall’s study estimated that 17.2 million men watch TV outside of the
home.

This year, the study will expand to include female adult and female
college-student respondents, ESPN senior vice president of research Artie
Bulgrin said.

The T-TAM study, first done in fall 2000 under ESPN sponsorship, is
diary-based research designed to measure TV viewing both inside and outside of
the home.

It's available as a syndicated report to cable and broadcast networks via
Ringwood, N.J.-based Montesano Marketing Research, headed by Dick Montesano, a
onetime ABC research executive who spearheaded Nielsen Media Research
out-of-home research studies in the 1990s.

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