Columbia:Arbitron Inc. has announced that data from more than 40,000 tabulated panelists in its Portable People Meter ratings service indicate that 30 percent of Men aged 18-34 who watched CBS Sports’ 2010 NFL AFC Jets-Colts Championship game last weekend did so away from home. Men aged 18-34 Away-from-Home viewing lifted the In-Home audience by 44 percent. Away-from-Home viewing is defined as watching at a friend’s house, at work, in a bar, or any location other than the respondent’s home.
Source: These are minute-by-minute audience estimates based on Near-Live-Only Final Data which includes live-only viewership of those panelists who docked their PPM by 4am of the 3rd broadcast day. Time shifted viewing is excluded. The percentage of lift is the additional viewership realized from Away-from-Home viewing reported as a percentage of in-home viewing.
“The largest Away-from-Home football study shows advertisers that the current total audience for Persons aged 18+ is approximately 28 percent higher and for targeted demos, Away-from-Home viewing is even stronger,” said Pierre Bouvard, EVP, Cross-Platform Services, Arbitron Inc. “Whether viewers are visiting friends’ homes, watching games in bars and restaurants or elsewhere, Arbitron can now track their Away-from-Home viewing.”
ARB-TV leverages PPM technology to measure Away-from-Home television audiences. The service currently uses 52,000 available panelists to look across 29 established PPM markets(1) to see the impact Away-from-Home viewing has on the total television audience. The service is designed to improve visibility into Away-from-Home television audiences for media companies and advertisers.
(1)Arbitron has commercialized its Portable People Meter radio ratings service in 33 markets. For Arbitron’s PPM Television audience estimates, Riverside is included as part of the Los Angeles market, San Jose is included as part of the San Francisco market, and Nassau-Suffolk and Middlesex-Somerset-Union are included as part of the New York market. As a result, Arbitron Television audience estimates cover 29 markets. Arbitron currently plans to commercialize its PPM ratings service in an additional 15 markets in 2010.
Men and Women aged 18-49 have proportionally similar Away-from-Home viewing. Among Men aged 18-49, Away-from-Home viewing represented approximately 26 percent of the total Men aged 18-49 audience. Women 18-49 Away-from-Home viewing represents 23 percent of the total Women aged 18-49 audience.
Away-from-Home viewing by Women aged 18-49 added nearly 30 percent to the Women aged 18-49 Jets-Colts In-Home viewing audience.
Source: These are minute-by-minute audience estimates based on Near-Live-Only Final Data which includes live-only viewership of those panelists who docked their PPM by 4am of the 3rd broadcast day. Time shifted viewing is excluded. The percentage of lift is the additional viewership realized from Away-from-Home viewing reported as a percentage of in-home viewing.
Twenty percent of the total 6-17 viewing audience watched the Jets-Colts game away from home, representing a 25 percent lift over in-home viewing.
“The large proportion of kids, teen and female Away-from-Home viewing indicates the social and family nature of the broadcast audience as opposed to the “guys in bars” stereotype,” said Bouvard.
The New York(2) Persons 18+ audience for the Jets-Colts game generated a 30.6 rating, a 37 percent increase compared to the 29 market average (23 rating). Among Men aged 18-49, New York viewing represented a 33.7 rating, a 48 percent increase versus the 29 market average (23.6). The Away-from-Home viewing among Men aged 18-49 in New York generated nearly double the 29-market average with an 11.0 rating. The 29 market average rating was 6.1.
(2)Arbitron currently intends to commercialize the PPM ratings service in Indianapolis in September 2010.