Arbitron PPM Shows Big 'Out-Of-Home Lift' For Triple Crown Telecasts
June 22, 2012 at 4:03 AM (PT)
ARBITRON Portable People Meter data shows that the TRIPLE CROWN races delivered "significantly higher out-of-home audiences" for television than normal for weekends.
The "out of home lift" numbers showed that the KENTUCKY DERBY delivered 21.1% more out-of-home audience for NBC among Persons 18+, with the PREAKNESS up 15.7% and the BELMONT up 15.8%. Among persons 18-49, the lift was 33.9% for the DERBY, 28.2% for the PREAKNESS, and 23.1% for the BELMONT, while 18-34 out-of-home audiences rose 42.7% for the DERBY, 33.4% for the PREAKNESS, and 24.5% for the BELMONT.
"We are seeing a consistently solid out-of-home audience for sporting events on SATURDAY afternoons when people are out and about with friends and family," said SVP, Cross Platform Services CAROL EDWARDS. "The TRIPLE CROWN races delivered the one of the largest out of home audience lifts of the dozens of events we have analyzed. Advertisers during these events often received a greater return on their advertising investment thanks to the incremental out-of-home audience which isn't tracked by conventional television ratings services."