ESPN-Arbitron Study Shows Radio, Out-Of-Home Viewing Helping Grow Network's Reach
June 14, 2011 at 12:00 PM (PT)
At TODAY's ARF Audience Measurement 6.0 Conference, ESPN and ARBITRON unveiled key findings from their own research study of Portable People Meter figures for ESPN radio and TV consumption. The study, part of the ESPN XP research initiative, looked at listening to ESPN RADIO and viewing of football on ESPN television networks in NOVEMBER 2010, and found that radio listening and out-of-home TV viewing increased ESPN's reach by 15.5 million persons (23%) over in-hme viewing. Time spent listening/viewing jumped 40% (9.1 billion minutes) over the average in-home TV audience.
ESPN's net 6+ audience for TV and radio was 99.4 million persons, with 22% being multiplatform users listening to radio and watching on TV; 47% were multi-location users (both in home and out of home). The multiplatform users averaged 12 hours and 28 minutes of consumption during the month, nearly three times the amount of single-platform users, spending more time with both TV and radio than single-medium users. The multiplatform users accounted for 43% of the usage of measured ESPN content. Multi-location users also were heavier users of the vontent, spending more time consuming content in-home than in-home only users and also more time consuming content out-of-home than the out-of-home only users; they accounted for 74% of the total minutes consumed.
"This study reinforces our principles of the greater engagement of multi-platform audiences and the value of out-of-home consumption for sports content," said GLENN ENOCH, VP of Integrated Media Research at ESPN. "Fans are choosing the best available media platform, and this leads to increased reach and consumption of ESPN content."