trending Market Intelligence /marketintelligence/en/news-insights/trending/BUE3T0kXkpAKCdXmAVj06Q2 content esgSubNav
Log in to other products

Login to Market Intelligence Platform


Looking for more?

Contact Us
In This List

Kids fare, game shows join sports, news in scoring out-of-home viewing gains


Latin America multichannel, broadband market 2020 recap


TMT News & Insights: February 2021


Episode 3: Transformation of Customer Experience in 2020


Episode 2: Origins of 451 Research - Part 2

Kids fare, game shows join sports, news in scoring out-of-home viewing gains

A recent study from Nielsen Holdings points to children's programming as the category with the third-highest jump in viewing at out-of home venues, behind sports and news.

Game shows tied sports as the programming genre registering the biggest percentage lift in audience from these outlets.

According to the study tracking out-of-home viewing in bars, gyms, airports and office settings on a total-day basis from January through the end of May, sports programming registered the largest increase in average out-of-home time spent viewing of 2 hours and 37 minutes, on top of the nearly 30-hour average for persons 6 years and older watching sports. The sports genre recorded a 9% increase in ratings when out-of-home viewing was factored in.

News programming ranked second in terms of average out-of-home time spent viewing with an uptick of two hours and two minutes, according to the study, which resulted in a 3% ratings lift. Nielsen found that 48% of out-of-home news viewing came from adults 25 to 54.

Child multiweekly programming scored a 59-minute jump in average time spent viewing over the five-month study span, yielding a 3% increase in ratings.

The study indicated that persons ages 6 to 17 represented only 10% of the share of overall out-of-home viewing, suggesting that older viewers — parents, siblings, babysitters — were also watching. This co-viewing pattern presents marketers with opportunities to not only reach kids, but also care-givers, who wield the buying power.

Audience participation shows, e.g. game shows, only added 16 minutes of out-of-home time spent viewing. However, that produced a 9% ratings rise, matching sports as the genre that benefited from the highest out-of-home audience lift.

Data evinced that 26% of out-of-home impressions were attributed to viewers ages 18 to 34, while 32% was tied to those 55 and older.

The analysis found that while almost one-third of out-of-home viewing stems from older generations, it is the younger age groups that experienced the largest percentage of viewership lift from out-of-home watching. Among viewers ages 18 to 34, out-of-home viewing contributed an 8% increase from in-home viewership. When expanded to the 18-to-49 set, out-of-home viewing added a 6% increase among those viewers. Among persons 25 to 54, it afforded a 5% lift. Conversely, where those 55 and older were involved, out-of-home only provided a 3% bump.

As to gender, women accounted for 51% of out-of-home viewing share, but males 6 and older saw a slightly larger lift from out-of-home at 5%, versus 4% for females.

Nielsen launched its National Out-Of-Home Reporting Service in April, with ESPN (US) and ESPN2 (US) on board. The opt-in, electronic service measures both in-home and out-of-home audiences, providing subscribing TV networks with program and commercial ratings for live through live+ 7 days of time-shifted viewing.

In June, 21st Century Fox Inc. began subscribing to the service for sports on FOX (US), FOX Sports 1 (US), FOX Sports 2 (US) and FOX Deportes (US).

Last month, Time Warner Inc.-owned CNN (US) and Turner Sports struck a deal for the out-of-home service.