Extreme-Sports TV Programming in Bars Delivers 21-34 Audience

November 29, 2007

This article is included in these additional categories:

Media & Entertainment | Men | Out-of-Home | Television

Nearly 70% of the audience in bars where i-am TV operates reported viewing the network’s extreme sports programming, two-thirds of viewers recalled seeing advertising and one-third recalled brand-specific commercial, according to a study conducted by Arbitron for i-am TV.

“We designed our programming specifically for young adult viewers in a bar environment. Three out of four viewers interviewed said our extreme sports programming was interesting to them. Nearly half said they would like to see more screens featuring i-am TV in the bar,” said Todd Martin, CEO of Denver-based i-am TV.

Targeting the 21-34 audience, i-am TV is an out-of-home (OOH) digital entertainment network of video programming delivered via satellite to a network of high-definition (HD) large-panel TV’s in sports, neighborhood and college bars.

Among the findings:

The demographics of the i-am TV audience

  • 75% are between the ages of 21 and 34 and have completed a four-year college degree or higher.
  • Nearly half (46%) have household incomes of $75,000 or higher.
  • 19% of respondents reported incomes of $100,000 on up.
  • 43% of respondents described themselves as early adopters of new products, compared with the US average of 26%.

Level of viewing and content recall


  • Respondents reported visiting the bar on average 10 times per month, with an average stay of 2.5 hours.
  • i-am TV network programming was viewed for an average 51 minutes per visit.
  • 92% said they watched TV in the bar that day, and most 69% specifically recalled seeing i-am TV’s extreme-sports programming.
  • Of those who watched that programming, 76% could identify the i-am TV network logo.
  • 88% of those who watched i-am TV in the bar could recall specific sports or other programming they had viewed.


Ad recall and acceptance


  • Two-thirds of i-am TV viewers recalled seeing commercials on the network.
  • Ad recall for specific commercials averaged 33%, ranging from 40% for a Jeep commercial to 27% for the Electronic Art’s (EA) Madden 08 video game release.

i-am TV also incorporates mobile technology, including SMS, MMS and live text-to-screen polling.

About the study: The custom study conducted by Arbitron included 470 interviews with randomly selected patrons age 21 or older in eight bars across New York, Illinois, Colorado and Texas that carry i-am TV. All respondents had been in the bar for at least one hour.

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