Study Claims First Measure of Whole TV Audience

The average quarter-hour TV audience in the US increases by 4% (1.7 million adults) when out-of-home viewing is included, according to a new study from The Total TV Audience Monitor (T-TAM). Among persons aged 18-34, the increase is 11%.

T-TAM is a national audience measurement service designed to capture and report all TV viewing no matter where it takes place. Out-of-home viewing is defined as any viewing outside of a primary residence primary residence only, including visitor viewing. The study claims to be the first study to measure the total TV audience among men and women since 1997, and the first ever to measure viewing among all college students living at home or away from home.

Authors Montesano Marketing Research found that 36.3 million persons 18+ watch broadcast networks and/or cable networks in unmeasured, out-of-home locations each week, a huge audience falling outside normal measurement techniques. This represents about 42% of the universe of 86 million adults visiting out-out-home locations with access to television each week. Nearly 10 million of the 36.3 million are college students.

Contrary to possible misconceptions about out-of-home viewing being mostly over people's shoulders in crowded bars, out-of-home lift is greatest during the daytime hours, and 72% of the out-of-home audience watches TV in situations that are 'comparable to a home environment and conducive to advertising', according to the research. Most out-of-home viewing occurs at college in off-campus housing (29.5%) and on-campus facilities (18.6%), followed by the workplace (13.9%), hotels/motels (13.2%) and in 2nd homes (10.8%), with restaurants/bars accounting for 6.9%.

Among broadcast networks, CBS and ABC affiliates reach the largest unduplicated adult audience outside the home, while Fox stations reach a larger P18-34 audience. Soaps and sports appear to be the main winners. Among cable networks, ESPN and CNN reach the most adult viewers outside the home, while MTV and Comedy Central attract younger viewers from college locations.

The study was conducted using seven-day personal diaries during the four-week period of October 16 to November 12, 2003, covering viewing from 6am to 2am, among a national sample of 4,021 adults, including a supplemental campus-based sample of 868 college students attending 4-year colleges or universities. T-TAM sponsors and subscribers include ESPN, ABC and the NFL. Montesano Marketing Research works with LHK Partners, Leflein Associates and Star Media Enterprises to conduct the various stages of the project.

More details of T-TAM are available at www.TotalTVMonitor.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.