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Kentucky Derby, Preakness and Belmont Stakes deliver strong levels of out of home viewing

Arbitron Portable People Meter ratings service demonstrates audience lift delivered by on-the-go viewers

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COLUMBIA, Md., June 21, 2012 /PRNewswire/ -- Personal and portable measurement as provided by the Arbitron Portable People Meter (PPM®) ratings service indicates that all three legs of the Triple Crown, broadcast on NBC, delivered significantly higher out-of-home audiences than seen during typical a Saturday/Sunday afternoon.

Persons 18+

In home
(Average persons)

Out of home
(Average persons)

% Out of Home

% Out of Home Lift

Kentucky Derby (May 5, 4:00pm-7:00pm)

4,763,249

1,007,154

17.5

21.1

Preakness (May 19, 4:30pm-6:30pm)

2,876,372

451,479

13.6

15.7

Belmont Stakes  (June 9, 4:30pm-7:00pm)

3,320,243

524,728

13.6

15.8

Typical Weekend (Sa-Su 1:00pm-7:00pm; 1Q 2012)

8.9

9.7

Triple Crown OOH TV viewers account for between 15 and 25 percent of the Person 18-49 audience measured by the Arbitron PPM device in the top 44 media markets covered by the PPM radio ratings service.

Persons 18-49

In home

(Average persons)

Out of home
(Average persons)

% Out of Home

% Out of Home Lift

Kentucky Derby (May 5, 4:00pm-7:00pm)

1,438,412

487,210

25.3

33.9

Preakness (May 19, 4:30pm-6:30pm)

765,825

215,689

22.0

28.2

Belmont Stakes  (June 9, 4:30pm-7:00pm)

957,560

220,880

18.7

23.1

Typical Weekend (Sa-Su 1:00pm-7:00pm; 1Q 2012)

12.1

13.8

Audience lift delivered by out-of-home viewing for the Kentucky Derby is between two to three times that of a typical weekend afternoon– (Persons 18-34: 42.7 percent vs. 16.3 percent; Persons 18+: 21.1 percent vs. 9.7 percent)

Persons 18-34

In home
(Average persons)

Out of home
(Average persons)

% Out of Home

% Out of Home Lift

Kentucky Derby (May 5, 4:00pm-7:00pm)

598,422

155,560

29.9

42.7

Preakness (May 19, 4:30pm-6:30pm)

330,803

110,402

25.0

33.4

Belmont Stakes  (June 9, 4:30pm-7:00pm)

427,633

104,757

19.7

24.5

Typical Weekend (Sa-Su 1:00pm-7:00pm; 1Q 2012)

14.0

16.3

"We are seeing a consistently solid out-of-home audience for sporting events on Saturday afternoons when people are out and about with friends and family," said Carol Edwards, senior vice president, Cross Platform Services, Arbitron Inc. "The Triple Crown races delivered the one of the largest out of home audience lifts of the dozens of events we have analyzed. Advertisers during these events often received a greater return on their advertising investment thanks to the incremental out-of-home audience which isn't tracked by conventional television ratings services."  

About Arbitron
Arbitron Inc. (NYSE: ARB) is an international media and marketing research firm serving the media–radio, television, cable and out-of-home; the mobile industry as well as advertising agencies and advertisers around the world. Arbitron's businesses include: measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of U.S. consumers; providing mobile audience measurement and analytics in the United States, Europe, Asia and Australia, and developing application software used for analyzing media audience and marketing information data. The Company has developed the Portable People Meter ™ (PPM®) and the PPM 360™, new technologies for media and marketing research.

Portable People Meter™, PPM® and PPM 360™ are marks of Arbitron Inc.
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 radio market.

Markets: Atlanta, Austin, Baltimore, Boston, Charlotte-Gastonia-Rock Hill, Chicago, Cincinnati, Cleveland, Columbus OH, Dallas-Ft. Worth, Denver-Boulder, Detroit, Greensboro-Winston-Salem-High Point, Hartford-New Britain-Middletown, Houston, Indianapolis, Jacksonville, Kansas City, Las Vegas, Los Angeles (including Riverside), Memphis, Miami-Ft. Lauderdale-Hollywood, Milwaukee-Racine, Minneapolis-St. Paul, Nashville, New York, Norfolk-Virginia Beach-Newport News, Orlando, Philadelphia, Phoenix, Pittsburgh PA, Portland OR, Providence-Warwick-Pawtucket, Raleigh-Durham, Sacramento, Salt Lake City-Ogden-Provo, San Antonio, San Diego, San Francisco, Seattle-Tacoma, St. Louis, Tampa-St. Petersburg-Clearwater, Washington DC, West Palm Beach-Boca Raton.

 

SOURCE Arbitron Inc.



RELATED LINKS
http://www.arbitron.com

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