More than one out of every three television viewers (35 percent) spend some portion of their weekly television viewing hours at a location other then their own home.
“The away-from-home TV audience has great potential for advertisers provided it can be quantified,” said Carol Edwards, vice president, Television Services, Arbitron Inc. “This study provides context about the nature of away-from-home TV viewing. The Arbitron Portable People MeterTM will, for the first time, give the industry the capability of capturing and quantifying the audience on an ongoing basis.”
Note: A copy of the full executive report will be available on the Arbitron Web site April 12, 2007, and at the Television Bureau of Advertising Annual Marketing Conference in New York.
How the Study Was Conducted
A total of 2,506 people were interviewed to explore the way Americans watch television at locations other than in their own homes. From November 17, 2006, to December 19, 2006, telephone interviews were conducted with a random national sample of respondents age 12 and older.
Additional findings were taken from results previously reported by the Arbitron Portable People Meter system in Houston. The Arbitron PPM uses an in-home RF beacon to determine if the TV exposure tracked by the company’s portable, passive electronic meter is taking place in or out of the respondent’s home.
[ Full Text of Arbitron Press Release Here ]
[ Significant Highlights of Study Here ]
[ Download a PDF Copy of The Arbitron Away-From-Home Television Viewing Study Here ]
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