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Out-of-Home TV Adds Up

4/10/2005 8:00 PM Eastern

Led by college students and those watching in the workplace, the nation’s average quarter-hour viewing level increases 6% when out-of-home locations are factored in, according to findings from a new study.

Research conducted for the second The Total TV Audience Monitor indicates that the average quarter-hour U.S. TV audience jumps by 2.2 million adults between 6 a.m. and 2 a.m., when off- and on-campus facilities, workplace, hotels and motels, second homes and restaurants and bars are counted.

Among adults 18 to 34, the total was an additional 1.26 million per week.

An estimated 42.3 million people aged 18 or older watch TV in unmeasured out-of-home locations on a weekly basis — a 17% jump from 36.3 million in 2003, according to the Total TV Audience Monitor, which tracked viewer behavior last fall.

Most out-of-home viewing takes place in off-campus housing (31%) and on-campus facilities (15%). Those locales were followed by the workplace (24%), hotels/motels (8%), second homes (7%) and restaurants/bars (8%), according to the study.

All told, almost 11 million college students spend 14 hours watching TV in out-of-home locations during the average week.

As for individual networks, ESPN counted just under 6 million additional adult viewers per week, according to the study. Cable News Network was second with 5.18 million, trailed by TBS with 3.1 million, Fox News Channel with 3.05 million and MTV: Music Television with 2.93 million.

Study results were gleaned from a seven-day personal diary in which TV-viewing data was collected from a national sample of 4,700 adults from Oct. 7 through Nov. 3, 2004. This included a supplemental, campus-based sample of 1,056 college students at two- and four-year colleges or universities. The study is supported by sponsors and subscribers, including ESPN and ABC.

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.

Watching Elsewhere
While they don’t count under current Nielsen Media Research measurement, plenty of TV viewing is taking place in locations other than the homes, notably on and near college campuses, in the workplace, second homes and in bars/restaurants. ESPN and CNN would have been the big gainers if these viewers were cumed from 6 a.m. to 2 a.m. on a weekly basis last fall, according to the second Total TV Audience Monitor study.
Network Persons 18+ Males 18+
ESPN 5.99 million 4.62 million
CNN 5.19 million 2.59 million
TBS 3.10 million 1.43 million
Fox News Channel 3.05 million 1.77 million
MTV 2.93 million 1.30 million
Comedy Central 2.27 million 1.34 million
TNT 2.27 million 948,000
BET 1.71 million 835,000
USA 1.45 million 660,000
TLC 1.30 million 340,000
Cartoon 1.12 million 699,000
Source: Total TV Audience Monitor

 

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April