Out-of-Home TV Viewing Growing Steadily According to Latest Research

Out-of-Home TV Viewing Growing Steadily According to Latest Research

Nearly 44 Million Adults Watch TV in Unmeasured, Out-of-Home Locations Each Week

RINGWOOD, N.J., April 13 /PRNewswire/ -- According to a new study from The Total TV Audience Monitor (T-TAM) conducted in Fall 2005, 43.7 million persons 18+ (20% of the adult population) watch television in unmeasured, out-of-home locations each week. This unduplicated out-of-home (OOH) audience represents an increase of over one million persons from 2004 and is 20% higher than the 36.3 million measured in 2003. Adult viewers watching TV outside the home average 9.5 hours of OOH viewing per week -- an increase from 7.3 in 2004 and 6.5 hours in 2003. The largest segment of the OOH audience comes from college locations. More than 11 million college students are watching OOH and averaging 12.5 hours of OOH TV viewing per week. This is the third study conducted by T-TAM to measure the total TV audience among men and women since the study was syndicated in 2003.

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

According to the study conducted during the four-week period of October 6 to November 2, 2005:

-- The OOH audience is young. About two-thirds (65%) of the OOH audience
in the average quarter hour is between the ages of 18-34. Networks are
undercounting their 18-34 audience by 15% on average (total day) when
they overlook this OOH viewing; which has grown from a level of 14% in
2004, and 11% in 2003.

-- Much of the OOH audience is incremental. Fully one-third (33%) of the
18-34 year old audience that watches TV OOH in the average week, does
not watch anywhere else.

-- Most out-of-home viewing occurs at colleges in off-campus housing (36%)
and on-campus facilities (18%), followed by the workplace (18%),
hotels/motels (7%), second homes (7%) and restaurants/bars (7%).

-- Cable networks and daytime dayparts are most affected. The OOH
audience provides the greatest lift in the weekday 10am - 4pm daypart
when the average weekly unduplicated audience is increased 20% among
18-34 year olds. During the 10am - 4pm average quarter hour, among
18-34 year olds, almost one-quarter (23%) of all cable network viewing
is OOH compared to only 11% of broadcast networks' viewing.

According to Barbara Leflein, President of Leflein Associates, the marketing agent for T-TAM, "This study reaffirms the fact that there is a sizable audience watching TV in a variety of unmeasured locations -- out of home no longer means men in bars watching sports. The bottom line is that many networks have a sizeable OOH audience which is younger and incremental. Advertisers need to know who these viewers are in order to more effectively leverage their media buy." T-TAM reports granular profiles of OOH audiences by network, program, gender, genres, dayparts, and even breaks out college students separately to provide audience projections for this most under- counted segment of the population.

About the Total TV Audience Monitor and the 2005 Total TV Viewing Study

The Total TV Audience Monitor (T-TAM) is 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 3,673 adults during the period of October 6 - November 2, 2004. This included a supplemental campus-based sample of 1,017 college students attending two and four-year colleges or universities. T-TAM is supported by sponsors and subscribers including ESPN, FOX, and Lifetime networks.

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

Contact:
Barbara Leflein
President
Leflein Associates, Inc.
(973)728-8877
BLeflein@Leflein.com

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

CONTACT: Barbara Leflein, President, Leflein Associates, Inc.,
+1-973-728-8877, BLeflein@Leflein.com, for Total TV Audience Monitor

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

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