New insights on first-time electronic data on out-of-home and time-shifted television viewing

Robert H. Patchen and Beth Webb
Arbitron Inc., United States

INTRODUCTION AND BACKGROUND

Currently information from out-of-home and time-shifted or delayed viewing comes from special ad-hoc studies of these issues. The results of many of these studies, reviewed below, suggest that these are both significant sources of viewing that are being missed in current TV ratings measurement. However many of these studies rely on self-reports of general behavior patterns and/or are unable to provide much context into exactly how these phenomenon fit in with overall TV viewing patterns. PPM is designed to electronically measure these two dimensions of the television audience in an ongoing ratings panel and therefore can provide detailed demographic, daypart, and program information from a high-quality representative sample.