Fox’s “House” and ESPN’s “Home Run Derby” generated the most out-of-home (OOH) viewing in July among primetime broadcast and cable shows, respectively, each attracting 570,000 OOH viewers, according to a new service from Nielsen and Integrated Media Measurement Inc. (IMMI).
Fox figured prominently among the top 10 broadcast network shows viewed out-of-home. It took 9 of the top 10 positions (also accounting for two of three shows in a three-way tie for 10th place):
The distribution was less lopsided for cable programs viewed at out-of-home venues, with USA Network accounting for three of the top 10 cable shows:
Among a group of highly rated special events/sports programs from June 30 to August 10, the program with the highest number of out-of-home viewers was the Olympics Opening Ceremony on NBC, with 1.1 million viewers.
The new Nielsen and IMMI syndicated service provides daily all-electronic national TV ratings of television viewing that occurs outside of the home, including audience estimates for locations such as offices, fitness clubs, hotels and bars.
“Until now, no one has been able to provide ongoing 24/7 national measurement of television viewing that takes place outside the home,” said Sara Erichson, EVP, Media Client Services, for the Nielsen Company.
“We are living in an environment where viewers are increasingly consuming media in locations outside of the home, and as researchers we need to factor in audience exposure from all directions,” said Tom Zito, president and CEO of IMMI.
About the data: Nielsen is offering the national service to clients as a standalone service, separate from Nielsen’s National People Meter sample, which is used to generate program ratings of viewing that takes place inside people’s homes. Later this year, Nielsen and IMMI plan to deliver local out-of-home services in New York, Chicago, Los Angeles, Miami, Houston and Denver, which are the first markets in which IMMI has established panels.
The six local markets each have a participating panel of approximately 500 people, or a total of 3,000 participants. The sample for the national service is composed of participants from the local services, plus 1,700 national panelists to provide a greater representation of the rest of the US. The national panel is weighted to be representative of the entire US and has an effective sample size of approximately 2,500 panelists.
IMMI provides panel members with a mobile phone, asking them to carry it with them wherever they go. The mobile phone is equipped with a technology that creates digital signatures of all the audio media (television, radio and movies) to which it has been exposed. IMMI then matches these with audio signatures collected by IMMI from actual telecasts with the results then transmitted to IMMI computer servers for reporting.