Arbitron Inc.’s “Portable People Meters” in Houston so far have yielded two big surprises: There’s much more out-of-home viewing than previously thought and a lot less time-shifting through digital-video recorders.
The PPM data for July showed that out-of-home viewing by both men and women contributes significantly to overall TV viewing, roughly 15%, Arbitron officials told a gathering of advertisers and media buyers in Houston, as well as reporters via phone.
In terms of DVR use, only about... [ MORE ]
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