• Multichannel News, Thursday, April 5, 2007 11:15 AM

More than one-third of TV viewers spend at least part of their week watching the tube somewhere other than their home, usually at another residence, a Arbitron study has found. The data apparently flies in the face of long-held notions on out-of-home viewing, such as mostly men watching sports in bars -- and they don't do it that much.

"We want to do away with the myth ... People have misconceptions that it's all a bunch of guys in bars watching sports," says George Brady, senior manager of Arbitron Television Services.

The study finds that 35% of viewers age 12 and older had watched the box away from home during a single past week -- bigger numbers than the general perception -- as ad-agency and TV execs questioned by Arbitron pegged it at 15%. Of the survey respondents, 25% watched TV at someone else's home; 11% watched at a restaurant or bar; 7% at work; 5% at a hotel/motel or vacation home; and 12% at all other locations.

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