It’s like Nielsen giving a big shout-out to “Entertainment Everywhere: Younger rollout the red carpet to watch outside the home.” Nielsen just released new insights on Out-of-Home (OOH) viewership — viewing that occurs at bars, restaurants, the gym, and other places except their own homes. Such viewing is pivotal in understanding TV audiences at a holistic level, and, not to mention, provides unique opportunities for advertisers to reach viewers in an advantageous setting.

With the television season drawing to a close (and some historic TV series set to air their seismic conclusions), entertainment-based programs have been at the forefront of the TV landscape all season long. Nielsen took a look into the nature of consumption when it comes to OOH entertainment programming and why its audiences should be on every marketer’s radar.

For more information, on the OOH Entertainment Study:
TV KEEPS US ENTERTAINED OUT-OF-HOME

New Nielsen Study Highlights:

• OOH Entertainment audiences are young and female
  • 55% females and 45% males. The Hispanic survey found that entertainment viewership was more heavily female at 75%
    
• Among the general population survey, the average age of respondents was 37. In contrast, the Hispanic results show that viewers were younger than the general population, with an average age of 31.
  
• Younger consumers preferred to share their experiences with others
  
• Adults aged 25-54 sought to be surrounded by the same amount of people as well during their OOH viewing
  
• Out-of-Home Entertainment viewing helped bring consumers down the purchase funnel
  

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