Tunity, a promising new audience data company that matches out-of-home audio tuning on a mobile phone to linear TV screens, has made a surprising discovery about Stormy Daniels' appearance on CBS’ “60 Minutes” Sunday night.
Using its proprietary technology to detect TV tuning in out-of-home locations such as bars, gyms, offices and other venues, Tunity found Daniels' highly anticipated interview on “60 Minutes” was one of the highest out-of-home rated shows so far this year.
“While losing approximately 25% of her lead-in from the Duke vs. Kansas game, she still managed to rank second for the week in Tunity Share,” says Paul Lindstrom, head of research and analytics at Tunity.
As an audience metric, the Tunity Share is a composite metric of traffic, attention, and tuning in near real time for out of home on a minute-by-minute basis.
Because out-of-home screens are often “curated” to sports and news, such formats command a disproportionate amount of out-of-home programming distribution.
“At home, you can physically change the channel. When you are out-of-home, you can change the channel by changing your focus. This is an important distinction because it currently cannot be measured by current methods such as ACR,” Lindstrom explains.