Today at the ARF Annual Conference in New York City, ESPN’s Fan and Media Intelligence group presented key viewership findings from the first full year of Out of Home (OOH) data. ESPN has been a first mover in OOH, working in collaboration with Nielsen Media Research, and was the first network to ever secure advertising deals that include OOH as part of overall audience measurement. The findings released today cover a period from Dec. 28, 2015 to Dec. 25, 2016 and include the following:
Out of Home: It’s not just bars and restaurants.
In fact, an ESPN survey revealed that 75 percent of OOH viewing occurrences and instances are at places other than bars and restaurants, including health clubs, waiting rooms, college dorms, airports and hotels.
ESPN networks saw a significant lift in viewership when including OOH, with the highest lifts among younger demographics.
In 2016, OOH increased ESPN’s total day audience by 6.2 percent, while ESPN2 saw a 4.1 percent increase
Specifically among people 18-24, OOH lifts for ESPN and ESPN2 were 9.1 percent and 6.7 percent, respectively.
People 18-34 accounted for 31 percent of all ESPN/ESPN2 OOH viewing. ESPN OOH viewership is 27 percent more highly concentrated with people 18-34 than the in-home audience.