First-Ever Report Charts Viewing at Sports Bars, Super Bowl Parties, College Campuses, Theaters, Church/Club Sponsored Events

First-Ever Report Charts Viewing at Sports Bars, Super Bowl Parties, College Campuses, Theaters, Church/Club Sponsored Events

SAN MATEO, Calif., Feb. 6 /PRNewswire/ -- Integrated Media Measurement, Inc. (IMMI), a Silicon Valley-based technology start-up that delivers real-time information about media consumption and consumer behavior to advertisers and broadcasters, today announced out-of-home viewing data collected during Super Bowl XLI in four major metropolitan markets -- New York, Chicago, Miami and Los Angeles.

Results delivered to broadcast executives as the trophy was presented to the Colts demonstrate that a significant percentage of the Super Bowl audience watched the game from some place other than their own home.

In the first 30 minutes of the game, 42% of viewers aged 13 to 54 watched Super Bowl XLI on CBS from a range of places including bars, parties at a friend's house, club-sponsored gatherings and college dorms.

This report marks the first time that viewing of the Super Bowl, even at club or community events, could be captured and quantified for both advertisers and broadcaster.

"For a long time, we've known that television viewer-ship of major sporting events is a shared, communal and social event but we've been unable to quantify the true extent of this activity. IMMI's ability to provide this data -- virtually as it happens and at such a highly charged advertising event as the Super Bowl -- adds a new dimension to television audience measurement," said David F. Poltrack, president of CBS Vision.

The data collection was possible because of IMMI's digital monitoring system based on open-architecture cell phones. IMMI tracks media 24/7 -- including media that other research companies cannot accurately measure:

-- Television viewing outside the home
-- Time-shifted and on-demand viewing
-- Radio
-- DVDs, audio CDs
-- Theatrical films and trailers

"Ultimately, broadcasters and advertisers care about who's seeing their ads, where they're seeing them, and whether they work," said Tom Zito, CEO and co-founder of IMMI. "We're delighted to have been able to help them quickly understand the precise footprint of this year's Super Bowl viewing."

"During the playoffs, we started our testing and were stunned by the amount of viewing done out of the home," said Amanda Welsh, IMMI co-founder and senior vice president of research. "The Super Bowl results confirm a very real trend in sports program viewing."

Additional Findings

IMMI data also indicate that younger people are significantly more likely to watch outside the home. Two out of three men 18 to 35 compared to one in three men over 35 watched from out of home. Furthermore, while women overall are more likely to watch the Super Bowl at home, younger women (18-35) are just as likely to watch the game out of home as men in the same age group.

About IMMI

Integrated Media Measurement, Inc. (IMMI), www.immi.com, based in the San Francisco Bay Area, provides broadcasters and advertisers with the first tangible way to precisely understand consumer behavior. Founded in 2005 by veteran technology entrepreneurs, the Company's goal is to leverage their proprietary technology to empower broadcasters and advertisers, with specific data and timely analysis of individual behavior 24x7. The system provides comprehensive real-time tracking of media consumed from multiple sources in an unobtrusive and passive way. Super Bowl out of home findings are based on the data from IMMI's panelists in four markets. For more information, visit the company's website: www.immi.com

Source: Integrated Media Measurement, Inc.

CONTACT: Cathy Cook of Varney Business Communication, +1-415-751-2166,
or cvcook@onemain.com, for Integrated Media Measurement, Inc.

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

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