You've Got Questions? I Have Answers

Education In America

Subscribe to Education In America: eMailAlertsEmail Alerts newslettersWeekly Newsletters
Get Education In America: homepageHomepage mobileMobile rssRSS facebookFacebook twitterTwitter linkedinLinkedIn

Education In America Authors: yomi omika, Darrah Deal, Student Lance, David Miller, David Miller

News Feed Item

Out-of-Home's Top 20 Cable Networks

T-TAM's 4th Annual Syndicated Study on its Way

RINGWOOD, N.J., Nov. 27 /PRNewswire/ -- While TV execs and media buying agencies debate over under-reported segments of the population and time shifted viewing, T-TAM is giving individual networks a wealth of insight into just how much more audience they have, who they are, what they watch, and the impact of DVR technology.

(Logo: )

According to Barbara Leflein, President of T-TAM: "what's really surprising is that the value of the out-of-home audience is all but ignored and yet there are roughly 44 million adults watching TV in un-measured locations in an average week." But a handful of networks have been using T-TAM data to support their ad sales initiatives, profiling their incremental out-of-home audiences.

According to T-TAM there are 20 cable networks with close to or over one-million OOH viewers in an average week, and the annual study shows that OOH audiences continue to grow each year. The top 20 cable network OOH audience projections in 2005 were:

Top 20 Cable Networks Projected Average Weekly T-TAM 2005 Cumulative Total Day OOH Audience (Persons 18+ In Thousands) ESPN 6,714 CNN 4,297 MTV 3,385 TBS 2,639 TNT 2,579 BET 2,553 COMEDY 2,261 FNC 1,820 USA 1,706 FAM 1,418 ESPN2 1,354 SPIKE 1,335 NICK 1,297 LIFETIME 1,280 TWC 1,207 VH1 1,127 CARTOON 1,109 FX 839 E! 662 FOOD 657 The T-TAM study also found that: * Adult viewers watching TV outside the home average 9.5 hours of OOH viewing per week, an increase from 7.3 hours in 2004 and 6.5 hours in 2003. * The largest segment of the OOH audience comes from college locations. More than 11 million college students are watching OOH and averaging 12.5 hours of OOH TV viewing per week. * Almost three-quarters (71%) of Hispanics' TV time is spent watching broadcast networks compared to 58% of non-Hispanic males', and 62% of non- Hispanic females' TV time. * About one-quarter (24%) of DVR owners actually watch time-shifted TV in the average week. In addition, only 6% of DVR owner's total weekly viewing time is non-linear. DVR owners watch an average of 29.3 hours of TV in a week, and only 1.7 of those hours are shifted.

Detailed TTAM reports are available for tracking individual networks, dayparts, programs, and demos from 2003-2005. There are also separate college and Hispanic reports. The 2006 study has just completed fielding and will become available in the first quarter of 2007 in time for Up-Front presentations.

About Total TV Audience Monitor (T-TAM)

The Total TV Audience Monitor (T-TAM) is a national, persons-based audience measurement service established in 2003 to capture and report all TV viewing no matter where it takes place. Out-of-home viewing is defined as any viewing outside of a primary residence -- second homes, hotels/motels, colleges, workplace, etc. T-TAM is supported by sponsors and subscribers including ESPN, FOX, CNN, and Lifetime.

Website: Total TV Audience Monitor Total TV Audience Monitor Lynnae Psaras Barbara Leflein Vice President President email: [email protected] email: [email protected] phone: 973-728-8877 phone: 973-728-8877

Total TV Audience Monitor

CONTACT: Lynnae Psaras, Vice President, +1-973-728-8877,
[email protected], or Barbara Leflein, President, +1-973-728-8877,
[email protected], both of Total TV Audience Monitor

Web site:

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.