Out-of-home TV viewing added mid to high single-digit percentage gains to network TV programming.
Analyzing OTT viewing in the first six months of this year, the Nielsen Total Audience measure reports an average audience lift of 5% across English-language broadcast networks that aired unscripted TV programs -- contestant competitions, game shows, comedy entertainment and audience participation content.
This equates to nearly 300,000 more viewers ages 6 and older per telecast, totaling 5.96 million. Looking at key 18-49 viewers for many advertisers, there was an 8% hike from OTT content -- with 114,000 viewers per telecast, totaling 1.56 million.
For Spanish-language networks, these shows delivered an average increase of 6% overall average viewer lift -- 17,389 -- to total 290,536 -- for viewers 6 years and older. These shows also witnessed a 6% climb in 18-49 viewers -- 8,425 more to total 139,392 viewers.
Cable TV networks' OOH 18-49 viewers delivered over 4% lift in the first half of 2018.
Overall, OOH viewing across unscripted programming added nearly 175,000 female and nearly 120,000 male viewers per telecast. For cable, OOH viewing is more even across male and female viewers.
Nielsen characterizes OOH as viewing at a friend’s house, in a waiting room at a doctor’s office, in the workplace, or a bar/restaurant.