Viewers Outside the Home Really Do Add Up, Nielsen Says

Nielsen began collecting this outofhome OOH data in 2016 and signing contracts with clients for this measurement shortly thereafteramp160 These ratings tacked on another 10 percent to the NFL39s regular season total viewership this fall and 12 percent in that coveted 1849 demographicamp160 As a supplement to these ratings Nielsen also conducted two surveys this fall to get some more info on these OOH viewers those who are watching at a bar or restaurant or while logging some miles on the treadmillThe results are interesting A whopping 27 percent of adults aged 18 said they39d only watched a sporting event that fall in a restaurant or bar and 31 percent of adults 1824 said they watched while at the gymamp160 This 1824 cohort largely falls into Generation Z the only generation scarier than Millennials and one generally thought to be impervious to linear TVThe coviewing trends are also something to perk up marketers39 earsamp160 Nielsen found that 68 percent of people watched out of the home simply because they like watching with other peopleamp160 Men were slightly more likely than women to involve larger numbers of people in their coviewing with 15 percent saying they were in a group of 10 or more 11 percent for womenamp160 Hispanic audiences were more likely than the general pool of respondents to have watched a game or match with more than four people 58 percent to 54 percentamp160 That39s a lot of extra eyeballsSo what39s all this meanamp160 Aside from a larger rating to tout is this data that advertisers are willing to transact onamp160 Bars and restaurants may be crowded and noisy after all and coviewing can bring plenty of distractions from what39s happening on screenWell yesamp160 Advertisers have been estimating this kind of viewing for decades and designing creative with it in mindamp160 And though the distractions outside the home may be plentiful 75 percent of Nielsen39s survey respondents said they were at least quotsomewhattovery likelyquot to notice what brand or product was being advertised onscreenEven better that hardtoreach Gen Z cohort is paying attentionamp160 Onethird of those 1824 surveyed recognized a product or purchasedtalked about a product because they39d seen an ad for it while watching fall sports outside the homeamp160 Millennials no longer spring chickens exactly were the ones who were most likely to share thoughts on social media about a brand or product they39d seen advertisedamp160 About 17 percent of those 2534 in the survey did just that in fact and 60 percent of them at least talked about it in a more traditional fashionThe eyeballs are thereamp160 What comes next is up to advertisersClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers amp160

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Viewers Outside the Home Really Do Add Up, Nielsen Says

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Viewers Outside the Home Really Do Add Up, Nielsen Says

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Oriana Schwindt

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