US TV Homes Grow 1.6% to 108.4 Million; Outdoor Booms

08 September 2003

Data recently released by Nielsen Media Research estimates the number of US households with one or more TV receivers at 108,400,000 – an increase of 1.7m homes (or 1.6%). The total includes Alaska and Hawaii.

Demographic estimates (rounded to the nearest 100K) are given below. Figures for 2002-2003 are in italics / 2003-2004 in bold.

All Households = 106.7 / 108.4

Persons aged 2+ = 272.0 / 275.6

Women 18+ = 108.2 / 109.9

Men 18+ = 99.0 / 101.5

Teens 12-17 = 24.8 / 24.7

Children 2-11 = 40.0 / 39.5

As of last week, the new figures became the base for national rating points and will be used throughout the 2003-2004 TV season. The viewing base was calculated by melding data from a number of sources, among them the US Census Bureau, Claritas and Nielsen’s own sampling.

• Separately, US outdoor advertising enjoyed robust Q2 growth following a modest first quarter, according to data released last week by the Outdoor Advertising Association of America.

In the three months to June 30, outdoor advertising expenditures increased 3.9% to $1.5 billion (€1.00bn; £0.95bn).

Commented the OAAA’s chief marketing officer Stephen Freitas: “Reports indicate that second half sales are strong, and we’re pleased with early indications that ad spending will be brisk for the holidays. Now we're thinking [the year] could be stronger.”

Earlier estimates by the OAAA had indicated a 4.3% uplift for 2003.

Data sourced from: Daily Research News Online and (USA); additional content by WARC staff