OOH Sports TV Viewing Big Among Millennials

Sports out-of-home viewing happens in a lot of restaurants and bars -- but also in other places, with young 18-34 viewers a major part of that viewing.

Nielsen says 18- to-34-year-olds accounted for 53% of OOH viewers who watched summer sports. More broadly, 83% of younger viewers (18-34) said they watched sports content outside of the home somewhere other than at a restaurant/bar in the past week.

This came from a survey conducted from June 25, 2018 to July 3, 2018.

Some 66% of those ages 18-34 watch summer sports in restaurant/bars; 49% in someone else’s home; 38% at work; 35% at the gym; 21% “in transition”; 20% in a hotel room; 13% at an airport; and 8%, other.

Older viewers 35 and older watch sports out-of-home much the same way as those young viewers, with 67% watching in restaurants/bars and 39% watching at someone else’s home.

OOH viewers watching major summer sports were predominantly male, with an average age range between 35 and 40 years of age, with household income from $64,000 to $76,000.

The big changes are seen in other places -- which are at smaller levels for younger viewers: 17%, at work; 21%, at the gym; 9% in transition; 12%, in hotel rooms; and 7% at the airport.



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