Nearly 22 Million Men Watch TV in Unmeasured, Out-Of-Home Locations Each Week

Nearly 22 Million Men Watch TV in Unmeasured, Out-Of-Home Locations Each Week

Up 21% from Previous Year

Includes Almost 5 Million College Men!

RINGWOOD, N.J., May 16 /PRNewswire/ -- According to a new study from The Total TV Audience Monitor (T-TAM) conducted in Fall 2004, 21.7 million men 18+ watch television in unmeasured, out-of-home locations each week. This unduplicated out-of-home audience represents an increase of 21% from 17.9 million measured in the previous year. Among the much sought after 18-34 year old segment, there are over 9 million men who go unmeasured each week, up 14% from 7.9 million 18-34 year old men in 2003. The majority of men 18-34 watching out of home are doing so at college locations (53%) -- almost 5 million college males both on and off campus are watching TV an average of 14.5 viewing hours per week. This is the second study conducted by T-TAM to measure the total TV audience among men and women since the service was established in 2003, as well as the second ever to measure viewing among college students living at home or away from home, both on and off-campus.

(Logo: http://www.newscom.com/cgi-bin/prnh/20030722/NYTU023LOGO)

According to the study conducted during the four-week period of October 7 to November 3, 2004, from 6AM-2AM:

* The average quarter-hour TV audience in the U.S. for all males 18+
increases 6% (1.1 million) when out-of-home viewing is included. It
increases 14% among males 18-34. Out-of-home lift is greatest during
daytime hours.

* In the average week, most out-of-home viewing among men 18-34 occurs at
college in off-campus housing (32%) and on-campus facilities (22%),
followed by bars and restaurants (31%), at the workplace (19%), in
second homes (7%), hotels/motels (4%), the gym (4%), and the bowling
alley (3%).

* Among broadcast networks, FOX affiliates reach the largest unduplicated
male audience outside the home, with CBS, ABC, and NBC distant runners
up, respectively. Sports and news programming account for much of the
male out-of-home broadcast network viewing. ABC's College Football for
example gets a 22% lift in the male 18-34 average audience when out-of-
home is included.

AVERAGE WEEKLY OOH AUDIENCE (000)
M-Su 6AM - 2AM

Broadcast Network Men, 18+ Men, 18-34

FOX 7,421 4,219
CBS 5,222 2,569
ABC 4,699 2,171
NBC 3,919 1,513
WB 606 386
UPN 407 392

Among cable networks, ESPN reaches almost twice as many male viewers ages 18+ outside the home than runner up CNN, with FNC, TBS, Comedy Central, MTV, and The History Channel also attracting relatively significant audiences within this demographic.

AVERAGE WEEKLY OOH AUDIENCE (000)
M-Su 6AM - 2AM

Cable Network Men, 18+ Men, 18-34

ESPN 4,622 2,892
CNN 2,585 682
Fox News Channel 1,770 516
TBS 1,433 948
Comedy Central 1,338 1,097
MTV 1,303 1,303
The History Channel 960 363

Other interesting findings from the survey:

* The universe for out-of-home viewing is very large. The study
determined that almost 45 million men, 18 years or older, visit
out-of-home locations with access to television each week.

* Most of this out-of-home adult male audience (63%) in the average
quarter-hour watches TV in situations that are comparable to a home
environment and conducive to advertising: On and off-campus housing,
hotels/motels, and 2nd homes.

METHODOLOGY

The Total TV Audience Monitor (T-TAM) is national, persons-based audience measurement service syndicated in 2003 to capture and report all TV viewing no matter where it takes place. Out-of-home viewing is defined as any viewing outside of a primary residence - second homes, hotels/motels, colleges, workplace, etc. Traditional TV ratings currently include viewing within a primary residence only, including visitor viewing. Using a seven-day personal diary, TV viewing data was collected from national sample of 4,700 adults during the period of October 7 - November 3, 2004. This included a supplemental campus-based sample of 1,056 college students attending two and four-year colleges or universities. T-TAM is supported by sponsors and subscribers including ESPN and ABC-TV. Montesano Marketing Research supervised the service that employs a consortium of research firms to complete each stage of the research process - sample selection, recruiting, data collection, verification, coding, and data processing. These firms include LHK Partners, Leflein Associates and Star Media Enterprises.

For more information about The Total TV Audience Monitor (T-TAM), please contact Barbara Leflein of Leflein Associates at 973-728-8877, bleflein@leflein.com, or log on to http://www.totaltvmonitor.com/

Photo: http://www.newscom.com/cgi-bin/prnh/20030722/NYTU023LOGO
Source: Total TV Audience Monitor

CONTACT: Barbara Leflein, of Leflein Associates, +1-973-728-8877,
bleflein@leflein.com, for Total TV Audience Monitor

Web site: http://www.totaltvmonitor.com/

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