Out-of-Home's Top 20 Cable Networks

Out-of-Home's Top 20 Cable Networks

T-TAM's 4th Annual Syndicated Study on its Way

RINGWOOD, N.J., Nov. 27 /PRNewswire/ -- While TV execs and media buying agencies debate over under-reported segments of the population and time shifted viewing, T-TAM is giving individual networks a wealth of insight into just how much more audience they have, who they are, what they watch, and the impact of DVR technology.

(Logo: http://www.newscom.com/cgi-bin/prnh/20060801/NYTU028LOGO )

According to Barbara Leflein, President of T-TAM: "what's really surprising is that the value of the out-of-home audience is all but ignored and yet there are roughly 44 million adults watching TV in un-measured locations in an average week." But a handful of networks have been using T-TAM data to support their ad sales initiatives, profiling their incremental out-of-home audiences.

According to T-TAM there are 20 cable networks with close to or over one-million OOH viewers in an average week, and the annual study shows that OOH audiences continue to grow each year. The top 20 cable network OOH audience projections in 2005 were:

Top 20 Cable Networks Projected Average Weekly
T-TAM 2005 Cumulative Total Day
OOH Audience
(Persons 18+ In Thousands)

ESPN 6,714
CNN 4,297
MTV 3,385
TBS 2,639
TNT 2,579
BET 2,553
COMEDY 2,261
FNC 1,820
USA 1,706
FAM 1,418
ESPN2 1,354
SPIKE 1,335
NICK 1,297
LIFETIME 1,280
TWC 1,207
VH1 1,127
CARTOON 1,109
FX 839
E! 662
FOOD 657

The T-TAM study also found that:

* Adult viewers watching TV outside the home average 9.5 hours of OOH
viewing per week, an increase from 7.3 hours 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.

* Almost three-quarters (71%) of Hispanics' TV time is spent watching
broadcast networks compared to 58% of non-Hispanic males', and 62% of
non- Hispanic females' TV time.

* About one-quarter (24%) of DVR owners actually watch time-shifted TV in
the average week. In addition, only 6% of DVR owner's total weekly
viewing time is non-linear. DVR owners watch an average of 29.3 hours
of TV in a week, and only 1.7 of those hours are shifted.

Detailed TTAM reports are available for tracking individual networks, dayparts, programs, and demos from 2003-2005. There are also separate college and Hispanic reports. The 2006 study has just completed fielding and will become available in the first quarter of 2007 in time for Up-Front presentations.

About Total TV Audience Monitor (T-TAM)

The Total TV Audience Monitor (T-TAM) 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. T-TAM is supported by sponsors and subscribers including ESPN, FOX, CNN, and Lifetime.

Website: http://www.totaltvmonitor.com/

Total TV Audience Monitor Total TV Audience Monitor
Lynnae Psaras Barbara Leflein
Vice President President
email: lpsaras@leflein.com email: bleflein@leflein.com
phone: 973-728-8877 phone: 973-728-8877

Photo: http://www.newscom.com/cgi-bin/prnh/20060801/NYTU028LOGO
Source: Total TV Audience Monitor

CONTACT: Lynnae Psaras, Vice President, +1-973-728-8877,
lpsaras@leflein.com, or Barbara Leflein, President, +1-973-728-8877,
bleflein@leflein.com, both of Total TV Audience Monitor

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

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