FOX Sports Subscribes to Total TV Audience Monitor's (T-TAM) Fall 2004 Study

FOX Sports Subscribes to Total TV Audience Monitor's (T-TAM) Fall 2004 Study

The NFL Signs on for Another Year

RINGWOOD, N.J., June 15 /PRNewswire/ -- The Total TV Audience Monitor (T-TAM) announced today that Fox Sports has become a new subscriber to its Fall 2004 study. According to Bill Wanger, SVP Research & Programming for FOX Sports, "We fully expect the T-TAM study to give us new insight into the valuable out-of-home audience."

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

The National Football League, who were subscribers to the 2003 study, have renewed their subscription this year. Christopher Ryan, Senior Manager, NFL Broadcast & Network Research affirms, "T-TAM is valuable because it allows us to quantify the millions of viewers who watch the NFL outside their primary residence. We are pleased to see another NFL television partner; Fox Sports, join ESPN in measuring the huge underrepresented out-of-home audience."

This report, sponsored by ESPN and co-sponsored by ABC, is the second study conducted by T-TAM to measure the total out-of-home TV audience among men and women. Artie Bulgrin, Senior Vice President of Research and Sales Development for ESPN, states "We are please with how well the industry has received this study. It continues to gain acceptance and momentum because the industry is now beginning to understand the importance of this unmeasured audience."

According to the Fall 2004 study, 42.6 million persons 18+ -- or 20% of the adult population -- watch television in unmeasured, out-of-home locations each week. In the average week, an adult viewer spends 7.3 hours watching TV outside the home. The largest segment of the out-of-home audience comes from college locations, where nearly 11 million college students spend 14 hours watching TV in out-of-home locations during the average week.

42.6 Million Persons 18+ Watch TV in Unmeasured Out-of-Home Locations

Persons Persons Persons Persons College Students
18+ 18-34 18-49 25-54 18+

42.6M 18.6M 31.1M 23.5M 10.9M
(20%) (28%) (24%) (19%) (67%)

In millions. Source: Fall 2004 T-TAM

About T-TAM

The Total TV Audience Monitor is a national, persons-based audience measurement service established 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, editing and coding, and data processing. These firms include LHK Partners, Leflein Associates and Star Media Enterprises

For more information about the Total TV Audience Monitor or for more information about becoming a subscriber, please contact Barbara Leflein of Leflein Associates by phone: 973-728-8877, by email: bleflein@leflein.com or logon 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 for T-TAM,
+1-973-728-8877, bleflein@leflein.com

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

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