ESPN's ratings rise by 9% if out-of-home viewing is included, a study by Montesano Marketing Research shows. The study found that 17.2 million men watch TV in out-of-home locations, which are unmeasured.
CNBC and ESPN each have contracted with Arbitron to measure out-of-home viewing. CNBC is looking to "quantify a previously unmeasured audience of young and affluent viewers who watch CNBC at work," said Sean Creamer, Arbitron's chief operating officer. ESPN is seeking metrics -- on in-home and out-of-home viewers -- for college football programs on both TV and radio.
ESPN ABC Sports is beefing up its Total TV Audience Monitor to measure out-of-home TV viewership beyond sports. The number of out-of-home viewers in the 18-34 group is thought to be large, which makes the stat significant to marketers seeking to reach the demographic.
Cable networks must hold the line on advertising rates to stay competitive with broadcast, says Joe Abruzzese, president of ad sales for Discovery Networks, U.S. "We don't close the [cost per thousand homes] gap [with broadcast] by lowering our prices," he said.