OOH Sports Viewing Sees Big Uptick in Audience, Ad Awareness

Out-of-home sports viewing can be a key component of sports viewing -- and possibly advertising as well.

Nielsen says over 75% of adults 18+ were “somewhat to very likely to notice a brand or product advertised while tuning in.” In addition, Nielsen says at least 92% of all respondents paid attention to at least “some” of the advertising.

“Viewing sports outside of the home has seen significant increases in audience among television genres,” per Nielsen.

The research on OOH viewing of sports shows nearly 70% of those TV viewers like to watch that content with others. Some 66% of adults 18+ view at a restaurant/bar and 53% in someone else’s home.

Nielsen says these results come from asking where viewers watch. Respondents can select multiple locations.

Of the general population of respondents who watched fall sports on TV out-of-home, 27% did so exclusively in a restaurant/bar. More than half of respondents watched fall sports OOH with four or more people.

Sports TV consumption in restaurants/bars and in someone’s else home fall similarly along demographic lines. One major difference is that younger viewers 18-24 and 25-34 tend to watch more OOH sports on TVs in a gym -- 31% and 24%, respectively -- versus those 35 years of age and older (13%).

Nielsen’s research comes from respondents 18 and older, surveyed between October 29 through October 31. The average age of respondents was 42. The respondents had an average household income of $68,000, and half said they have a college or graduate degree.

1 comment about "OOH Sports Viewing Sees Big Uptick in Audience, Ad Awareness".
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  1. Ed Papazian from Media Dynamics Inc, January 25, 2019 at 6:53 a.m.

    Wayne, there is nothing in this study that indicates any increase in OOH sports audiences nor are the highly general findings that people pay attention to "some" of the advertising or "are somewhat to very likely to notice a brand or product while tuning in" valid evidence that a particular viewer of a specific sports telecast will have watched a given commercial.. The actual likliehood is that an average OOH sports viewer is less attentive to an average commercial that his/her in-home counterpart---which is something that time buyers and advertisers should consider before equating OOH audiences with their in-home counterparts on an equal basis.

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