'PPMs' Show Out-of-Home Liftoff for Shuttle

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Out-of-home viewers comprised a significant percentage of the audience for live coverage of the Space Shuttle Discovery, according to preliminary TV estimates from the Arbitron Portable People Meter trial underway in Houston, officials said Tuesday.

During the July 26 launch, 118,300 people were watching the shuttle coverage out-of-home, accounting for 11.3% of the total audience of 1 million viewers to the 62 encoded stations and networks in Houston.

For the five local TV stations and four cable news networks covering Discovery’s launch, these 118,300 out-of-home viewers accounted for 25% of the total 474,000 viewers in their combined in- and out-of-home audience.

“With its unique ability to trace exposure to television no matter where it occurs, the PPM quantified, for the first time, the complete television audience, in and out-of-home, for the liftoff and landing of Discovery,” said Arbitron president of PPMs Pierre Bouvard. “We’re beginning to see that out-of-home television viewing is more than just men in bars, watching sporting events in the evening. It’s also women at work in the middle of the day, a previously unreported audience for stations and their advertisers.”

ple were watching the shuttle coverage out-of-home, accounting for 11.3% of the total audience of 1 million viewers to the 62 encoded stations and networks in Houston.

For the five local TV stations and four cable news networks covering Discovery’s launch, these 118,300 out-of-home viewers accounted for 25% of the total 474,000 viewers in their combined in- and out-of-home audience.

“With its unique ability to trace exposure to television no matter where it occurs, the PPM quantified, for the first time, the complete television audience, in and out-of-home, for the liftoff and landing of Discovery,” said Arbitron president of PPMs Pierre Bouvard. “We’re beginning to see that out-of-home television viewing is more than just men in bars, watching sporting events in the evening. It’s also women at work in the middle of the day, a previously unreported audience for stations and their advertisers.”

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