Younger adult viewers tend to watch more live television out of home than older viewers, according to a Nielsen analysis of the Video Consumer Mapping study conducted by the Council for Research Excellence (CRE). Nielsen found that adults age 18-34 are 26% more likely to be exposed to live TV out of home than 35-54 and 13% more likely than 55+.
What a viewer chooses to watch on TV outside the home is also a function of his or her age. In general, Nielsen found that younger out-of-home TV viewers watched more sports and entertainment programming, while older viewers outside the home skewed toward news broadcasts.
The CRE study was conducted by observing the media usage among participants age 18 years and older in five DMAs (Atlanta, Chicago, Dallas, Philadelphia, and Seattle) in the spring and fall of 2008. The sample included 752 observed days for a total of approximately 750,000 recorded minutes.
A detailed look at the data lends insight into what people like to watch in different out-of-home locations. Entertainment and informational programming, for example, is most prominent at other people’s homes (52.6% of viewing minutes). But in restaurants, bars, and stores, 38% of all viewing minutes are devoted to sports programming. Meanwhile, viewers at work are equally split (in terms of live TV minutes viewed) between sports, entertainment, news, and advertising.
While viewers might be able to watch TV at out-of-home locations, they may not necessarily be able to hear what’s on screen. About one-quarter of live TV viewed at work is muted while almost 22% of bar and restaurant viewing takes place without sound. Only about one percent of viewing inside the home or at another person’s home is muted.
- Download the full report Out of Home Television and Other Video Behaviors of U.S. Adults here.