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A woman sneaks away from her desk to watch All My Children. A man spends his Saturday afternoon in a bar watching college football. Which person better typifies out-of-home TV viewing? The woman, judging from new Nielsen research on out-of-home viewing. Commissioned by the Network Television Association – the trade group for ABC, CBS and NBC – the study finds 78% of out-of-home viewing by women age 18-49 occurs in the workplace; and among women in that age bracket, ratings for soap operas are 7% higher when out-of-home viewing is included.
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