The Arbitron Away-from-Home Television Viewing Study
More than one out of every three television viewers (35 percent) spend some portion of their weekly television viewing hours at a location other then their own home.
The Arbitron Away-from-Home Television Viewing Study, conducted at the end of 2006, also found that the younger the viewer, the more likely television is watched away from home. Nearly two-thirds of those aged 12 to 17 (64 percent) watched TV away from home at least once per week; nearly half of 18-24 year olds (49 percent) reported doing so while just over 23 percent of those age 55+ watch TV away-from-home at least once per week.
Significant Highlights:
- More than one-third (35 percent) of Americans age 12 and older (approximately 88 million) watched TV away-from-home in the past week.
- Twenty-five percent of respondents watch TV at someone else’s home, 11 percent watch television at a restaurant/bar, 7 percent at work, and 5 percent at a hotel/motel or vacation home; 12 percent have watched at any other location away-from-home.
- Fifty-eight percent of those who viewed TV away-from-home in the past week watched during the Fringe/News period, while 55 percent watched during Access/Prime Time. These are the two most popular dayparts for away-from-home TV viewing.
- Those who watch TV away-from-home spend an average of two hours and seven minutes viewing away-from-home in typical day.
- Sporting events are not the only types of programs watched away from home. Nearly equal percentages have watched a sporting event (20 percent), a local station’s news broadcast (19 percent) and an episode of a TV series (18 percent) in the last week away-from-home.
- Heavy TV viewers (those who report having watched 5+ hours of TV in the last 24 hours) are more likely to watch television away-from-home.
- People who watch TV away-from-home are less likely to tune away from commercials than when viewing at home.
Download The Arbitron Away-from-Home Television Viewing Study (PDF)
