Away-From-Home Audience Puts Sports Viewing in the Red Zone
February 01 2010 - 3:42PM
PR Newswire (US)
Arbitron's PPM Data Shows Approximately 30 Percent of the Men 18-34
Who Watched the CBS Sports' AFC Championship Game between the Jets
and the Colts Watched it Away from Home COLUMBIA, Md., Feb. 1
/PRNewswire-FirstCall/ -- Arbitron Inc. (NYSE:ARB) announced today,
that data from more than 40,000 tabulated panelists in its Portable
People Meter(TM) ratings service indicate that 30 percent of Men
aged 18-34 who watched CBS Sports' 2010 NFL AFC Jets-Colts
Championship game last weekend did so away from home. Men aged
18-34 Away-from-Home viewing lifted the In-Home audience by 44
percent. Away-from-Home viewing is defined as watching at a
friend's house, at work, in a bar, or any location other than the
respondent's home. (Photo:
http://www.newscom.com/cgi-bin/prnh/20100201/NY47387-a ) Source:
These are minute-by-minute audience estimates based on
Near-Live-Only Final Data which includes live-only viewership of
those panelists who docked their PPM by 4am of the 3rd broadcast
day. Time shifted viewing is excluded. The percentage of lift is
the additional viewership realized from Away-from-Home viewing
reported as a percentage of in-home viewing. "The largest
Away-from-Home football study shows advertisers that the current
total audience for Persons aged 18+ is approximately 28 percent
higher and for targeted demos, Away-from-Home viewing is even
stronger," said Pierre Bouvard, EVP, Cross-Platform Services,
Arbitron Inc. "Whether viewers are visiting friends' homes,
watching games in bars and restaurants or elsewhere, Arbitron can
now track their Away-from-Home viewing." ARB-TV leverages PPM
technology to measure Away-from-Home television audiences. The
service currently uses 52,000 available panelists to look across 29
established PPM markets(1) to see the impact Away-from-Home viewing
has on the total television audience. The service is designed to
improve visibility into Away-from-Home television audiences for
media companies and advertisers. (1)Arbitron has commercialized its
Portable People Meter radio ratings service in 33 markets. For
Arbitron's PPM Television audience estimates, Riverside is included
as part of the Los Angeles market, San Jose is included as part of
the San Francisco market, and Nassau-Suffolk and
Middlesex-Somerset-Union are included as part of the New York
market. As a result, Arbitron Television audience estimates cover
29 markets. Arbitron currently plans to commercialize its PPM
ratings service in an additional 15 markets in 2010. Women Watch
Football Away from Home, Too Men and Women aged 18-49 have
proportionally similar Away-from-Home viewing. Among Men aged
18-49, Away-from-Home viewing represented approximately 26 percent
of the total Men aged 18-49 audience. Women 18-49 Away-from-Home
viewing represents 23 percent of the total Women aged 18-49
audience. Away-from-Home viewing by Women aged 18-49 added nearly
30 percent to the Women aged 18-49 Jets-Colts In-Home viewing
audience. (Photo:
http://www.newscom.com/cgi-bin/prnh/20100201/NY47387-b ) Source:
These are minute-by-minute audience estimates based on
Near-Live-Only Final Data which includes live-only viewership of
those panelists who docked their PPM by 4am of the 3rd broadcast
day. Time shifted viewing is excluded. The percentage of lift is
the additional viewership realized from Away-from-Home viewing
reported as a percentage of in-home viewing. Kids and Teens Also
Watched the Championship Game Away from Home Twenty percent of the
total 6-17 viewing audience watched the Jets-Colts game away from
home, representing a 25 percent lift over in-home viewing. "The
large proportion of kids, teen and female Away-from-Home viewing
indicates the social and family nature of the broadcast audience as
opposed to the "guys in bars" stereotype," said Bouvard. Hometown
Viewing The New York(2) Persons 18+ audience for the Jets-Colts
game generated a 30.6 rating, a 37 percent increase compared to the
29 market average (23 rating). Among Men aged 18-49, New York
viewing represented a 33.7 rating, a 48 percent increase versus the
29 market average (23.6). The Away-from-Home viewing among Men aged
18-49 in New York generated nearly double the 29-market average
with an 11.0 rating. The 29 market average rating was 6.1.
(2)Arbitron currently intends to commercialize the PPM ratings
service in Indianapolis in September 2010. CBS Sports 2010 NFL AFC
Jets-Colts Championship Audience, Persons Aged 18 and Older,
January 24, 2010 % % Lift Away- (% of increase from- over in-home
Market Location Rating Home audience) ------ -------- ------ -----
------------- 29 Market Aggregate In-Home 18.0 Away-from-Home 5.0
21.8% 27.9% Total 23.0
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Atlanta In-Home 17.3 Away-from-Home 4.5 20.8% 26.2% Total 21.8
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Baltimore In-Home 22.7 Away-from-Home 6.6 22.5% 29.0% Total 29.2
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Boston In-Home 19.3 Away-from-Home 4.7 19.8% 24.6% Total 24.0
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Chicago In-Home 17.7 Away-from-Home 4.8 21.2% 26.8% Total 22.5
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Cincinnati In-Home 24.2 Away-from-Home 6.5 21.2% 26.9% Total 30.6
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Cleveland In-Home 20.6 Away-from-Home 4.8 19.0% 23.4% Total 25.4
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CBS Sports 2010 NFL AFC Jets-Colts Championship Audience, Persons
Aged 18 and Older, January 24, 2010 % % Lift Away- (% of increase
from- over in-home Market Location Rating Home audience) ------
-------- ------ ----- -------------- Dallas In-Home 16.2
Away-from-Home 4.3 21.1% 26.7% Total 20.6
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Denver In-Home 21.4 Away-from-Home 4.3 16.8% 20.2% Total 25.8
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Detroit In-Home 15.8 Away-from-Home 3.5 18.1% 22.1% Total 19.3
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Houston In-Home 16.4 Away-from-Home 4.4 21.2% 26.9% Total 20.8
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Kansas City In-Home 19.1 Away-from-Home 3.9 16.8% 20.3% Total 23.0
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Las Vegas In-Home 16.0 Away-from-Home 3.6 18.4% 22.5% Total 19.6
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Los Angeles* In-Home 12.6 Away-from-Home 3.4 21.3% 27.0% Total 16.0
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Miami In-Home 16.2 Away-from-Home 5.0 23.5% 30.7% Total 21.2
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Minneapolis In-Home 20.5 Away-from-Home 5.8 22.2% 28.5% Total 26.3
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New York** In-Home 22.4 Away-from-Home 8.2 26.9% 36.8% Total 30.6
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Philadelphia In-Home 18.3 Away-from-Home 5.6 23.5% 30.8% Total 23.9
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Phoenix In-Home 16.6 Away-from-Home 4.7 21.9% 28.0% Total 21.3
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Pittsburgh In-Home 24.6 Away-from-Home 7.4 23.2% 30.2% Total 32.1
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CBS Sports 2010 NFL AFC Jets-Colts Championship Audience, Persons
Aged 18 and Older, January 24, 2010 % % Lift Away- (% of increase
from- over in-home Market Location Rating Home audience) ------
-------- ------ ----- --------------- Portland, OR In-Home 14.0
Away-from-Home 3.4 19.4% 24.0% Total 17.4
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Sacramento In-Home 18.7 Away-from-Home 4.2 18.4% 22.6% Total 23.0
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Salt Lake City In-Home 8.9 Away-from-Home 1.8 16.5% 19.8% Total
10.6
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San Antonio In-Home 16.4 Away-from-Home 3.9 19.0% 23.5% Total 20.2
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San Diego In-Home 18.6 Away-from-Home 5.4 22.5% 29.0% Total 24.0
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San Francisco*** In-Home 15.4 Away-from-Home 4.1 21.0% 26.5% Total
19.4
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Seattle In-Home 14.3 Away-from-Home 4.2 22.8% 29.5% Total 18.5
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St. Louis In-Home 19.9 Away-from-Home 4.6 18.6% 22.9% Total 24.4
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Tampa In-Home 21.2 Away-from-Home 5.7 21.2% 26.9% Total 26.9
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Washington, DC In-Home 22.3 Away-from-Home 4.5 16.7% 20.1% Total
26.8
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*Includes Riverside-San Bernardino, a non-embedded market
**Includes embedded markets (Nassau-Suffolk and
Middlesex-Somerset-Union) ***Includes embedded market (San Jose)
CBS Sports 2010 NFL AFC Jets-Colts Championship Audience Men Aged
18-49, January 24, 2010 % % Lift Away- (% of increase from- over
in-home Market Location Rating Home audience) ------ --------
------ ---- --------------- 29 Market Aggregate In-Home 17.5
Away-from-Home 6.1 25.8% 34.8% Total 23.6
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Atlanta In-Home 18.3 Away-from-Home 5.5 23.0% 29.9% Total 23.8
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Baltimore In-Home 22.2 Away-from-Home 9.2 29.2% 41.3% Total 31.4
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Boston In-Home 17.9 Away-from-Home 6.0 25.3% 33.8% Total 23.9
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Chicago In-Home 19.4 Away-from-Home 6.3 24.4% 32.3% Total 25.6
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Cincinnati In-Home 26.2 Away-from-Home 9.5 26.6% 36.3% Total 35.6
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Cleveland In-Home 22.2 Away-from-Home 6.1 21.6% 27.6% Total 28.4
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Dallas In-Home 14.6 Away-from-Home 4.5 23.6% 30.9% Total 19.1
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Denver In-Home 21.3 Away-from-Home 6.8 24.1% 31.8% Total 28.0
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Detroit In-Home 17.8 Away-from-Home 4.5 20.4% 25.6% Total 22.3
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Houston In-Home 14.3 Away-from-Home 4.8 25.1% 33.5% Total 19.0
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Kansas City In-Home 19.5 Away-from-Home 4.9 20.2% 25.3% Total 24.5
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CBS Sports 2010 NFL AFC Jets-Colts Championship Audience Men Aged
18-49, January 24, 2010 % % Lift Away- (% of increase from- over
in-home Market Location Rating Home audience) ------ --------
------ ---- -------------- Las Vegas In-Home 13.0 Away-from-Home
3.5 21.4% 27.2% Total 16.6
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Los Angeles* In-Home 11.9 Away-from-Home 3.3 21.9% 28.1% Total 15.2
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Miami In-Home 15.5 Away-from-Home 5.9 27.5% 38.0% Total 21.3
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Minneapolis In-Home 22.6 Away-from-Home 7.9 26.0% 35.1% Total 30.5
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New York** In-Home 22.6 Away-from-Home 11.0 32.7% 48.6% Total 33.7
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Philadelphia In-Home 17.9 Away-from-Home 8.0 30.8% 44.6% Total 25.9
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Phoenix In-Home 13.9 Away-from-Home 4.1 22.7% 29.3% Total 18.0
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Pittsburgh In-Home 24.1 Away-from-Home 8.2 25.4% 34.1% Total 32.4
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Portland, OR In-Home 15.3 Away-from-Home 3.7 19.2% 23.8% Total 19.0
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Sacramento In-Home 16.6 Away-from-Home 5.0 23.0% 29.8% Total 21.6
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Salt Lake City In-Home 8.3 Away-from-Home 1.6 16.5% 19.7% Total
10.0
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San Antonio In-Home 18.3 Away-from-Home 3.0 14.1% 16.4% Total 21.3
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CBS Sports 2010 NFL AFC Jets-Colts Championship Audience Men Aged
18-49, January 24, 2010 % % Lift Away- (% of increase from- over
in-home Market Location Rating Home audience) ------ --------
------ ---- ------------- San Diego In-Home 16.9 Away-from-Home 7.2
29.9% 42.7% Total 24.1
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San Francisco*** In-Home 12.7 Away-from-Home 4.5 26.2% 35.6% Total
17.3
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Seattle In-Home 14.9 Away-from-Home 5.7 27.7% 38.2% Total 20.5
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St. Louis In-Home 22.4 Away-from-Home 6.5 22.5% 29.0% Total 28.9
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Tampa In-Home 18.4 Away-from-Home 6.9 27.4% 37.7% Total 25.4
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Washington, DC In-Home 21.9 Away-from-Home 5.2 19.2% 23.7% Total
27.1
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*Includes Riverside-San Bernardino, a non-embedded market
**Includes embedded markets (Nassau-Suffolk and
Middlesex-Somerset-Union) ***Includes embedded market (San Jose)
About Arbitron Arbitron Inc. (NYSE:ARB) is a media and marketing
research firm serving the media - radio, television, cable, online
radio and out-of-home - as well as advertisers and advertising
agencies. Arbitron's core businesses are measuring network and
local market radio audiences across the United States; surveying
the retail, media and product patterns of local market consumers;
and providing application software used for analyzing media
audience and marketing information data. The company has developed
the Portable People Meter, a new technology for media and marketing
research. PPM ratings are based on audience estimates and are the
opinion of Arbitron and should not be relied on for precise
accuracy or precise representativeness of a demographic or market.
Arbitron Forward-Looking Statements Statements in this release that
are not strictly historical, including the statements regarding
expectations for 2010 and any other statements regarding events or
developments that we believe or anticipate will or may occur in the
future, may be "forward-looking" statements. There are a number of
important factors that could cause actual events to differ
materially from those suggested or indicated by such
forward-looking statements. These factors include, among other
things, the current global economic recession and the upheaval in
the credit markets and financial services industry, competition,
our ability to develop and successfully market new products and
technologies, our ability to successfully commercialize our
Portable People Meter(TM) service, the growth rates and cyclicality
of markets we serve, our ability to expand our business in new
markets, our ability to successfully identify, consummate and
integrate appropriate acquisitions, the impact of increased costs
of data collection including a trend toward increasing incidence of
cell phone-only households, litigation and other contingent
liabilities including intellectual property matters, our compliance
with applicable laws and regulations and changes in applicable laws
and regulations, our ability to achieve projected efficiencies,
cost reductions, sales growth and earnings, and international
economic, political, legal and business factors. Additional
information regarding the factors that may cause actual results to
differ materially from these forward-looking statements is
available in our SEC filings, including our 2008 Annual Report on
Form 10-K. These forward-looking statements speak only as of the
date of this release and the Company does not assume any obligation
to update any forward-looking statement.
http://www.newscom.com/cgi-bin/prnh/20100201/NY47387-a
http://www.newscom.com/cgi-bin/prnh/20100201/NY47387-b DATASOURCE:
Arbitron Inc. CONTACT: Jessica Benbow of Arbitron Inc.,
+1-410-312-8363, Web Site: http://www.arbitron.com/
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