Away-From-Home Audience Puts Sports Viewing in the Red Zone
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™ 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
-------------------------------------------------------------------
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
-------------------------------------------------------------------
St. Louis In-Home 22.4
Away-from-Home 6.5 22.5% 29.0%
Total 28.9
-------------------------------------------------------------------
Tampa In-Home 18.4
Away-from-Home 6.9 27.4% 37.7%
Total 25.4
-------------------------------------------------------------------
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™ 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.
SOURCE Arbitron Inc.
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