• Mediaweek, Thursday, October 15, 2009 10:14 PM

TBS' coverage of the 2009 Major League Baseball Division Series is getting a boost from out-of-home viewing, per Arbitron Portable People Meter data. Delivery of adults 25-54 improved 27% when OOH viewing was added. The PPM measures viewing in bars, restaurants, hotels and similar areas.

On Oct. 7, the first day of postseason baseball, TBS averaged 2.22 million adults 25-54, per Nielsen. Arbitron's measure of OOH viewing in the top 10 markets added another 600,000 members of the demo.

Turner will also tap Arbitron to measure OOH viewing for TNT's NBA coverage. While Turner isn't making guarantees against the Arbitron data, the company is looking to use the information to help juice new business. "There's an interesting contextual aspect to out-of-home," says Jon Diament, Turner Sports executive VP. "[When] you're in a bar, watching the game, an ad for Captain Morgan is almost like real-life product placement."

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