Out-of-Home Ratings Are Significantly Boosting in-Home Audiences for Sports and News

Comey testimony saw an 18 percent increase in CNN’s core demo

Three months after launching its national out-of-home reporting service, Nielsen shared some early data and showed that OOH ratings can increase the in-home audience for sports and news events by almost 20 percent.

Nielsen execs talked about out-of-home measurement—which incorporates TV consumption in environments like offices, airports, hotels, bars and other people’s homes— during the Television Critics Association’s summer press tour in L.A.

While much of the company’s presentation overlapped with Nielsen’s total audience ratings briefing in April—“If they’re doing it on a TV, we’re tracking it,” said Brian Fuhrer, svp of product leadership—execs had new insights to share about out-of-home viewing and the streaming habits for SVOD services like Netflix and Hulu.

During the first five months of the year, Nielsen found that viewers spent an average of 2 hours, 37 minutes watching sports events outside of the home and just over two hours (2 hours, 2 minutes) watching news.



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