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Sports Is Top Out-of-Home TV Genre

If you are involved with apps like Watch ESPN and Fox Sports Go, here’s some good news — sports is the TV genre that’s viewed most out-of-home, according to a Nielsen study presented at the Television Critics Association summer tour in Beverly Hills, Calif.

That study, which factored in TV viewing at bars, gyms and airports, not just on apps on mobile devices, found that sports delivered an out-of-home viewing lift of 9%. That’s 2 hours and 37 minutes more than the average of nearly 30 hours per person (6 years-plus) watching sports. News was next, followed by children’s multi-weekly programming, general dramas, sports commentary and sitcoms.

The study also found that nearly 60% of OOH impressions came by way of the “core buying demographics,” while OOH viewing among consumers 18-34 contributed a boost of 8% from in-home viewership, and 6% when that group was expanded to 18-49. “While only a portion of the Nielsen Total Audience, OOH viewing is an integral part to clearly viewing the whole media consumption picture,” Nielsen said.