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

Increasingly, the new mantra among today’s leading advertisers is, “Know your consumers! Know who they are, what they’re doing, and when, where and why they’re doing it.” These goals translate into important new objectives for marketers, broadcasters and media researchers, including the goal of locating and reaching consumers throughout their busy days, using the most efficient and effective means available.

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

Robert H. Patchen and Beth WebbArbitron Inc., United States


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...

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