Driving Brand Engagement and Co-Viewing With Out-of-Home TV Viewing
From watching a young NFL quarterback becoming the first player to throw for over 3,000 yards in his first 10 games, to tuning into the Alabama Crimson Tide as they pursued their fifth NCAA football title in eight years, to witnessing King James taking his talents to Tinseltown, many exciting fall sports events drew viewers to the TV set this fall. And wait...let’s not forget the Boston Red Sox winning the MLB World Series for the fourth time since breaking “The Curse of the Bambino.” The fall season offers sports fans many reasons to grab their sweaters and head out the door to meet-up with friends and family to watch a game on the big screen.
To better understand how people watch fall sports away from their homes, Nielsen recently fielded surveys (one for the general population and one for the Hispanic population) of out-of-home (OOH) viewing among sports adults 18-plus to MLB World Series, MLS, NBA, NCAA Football and NFL programming. The surveys examined the OOH viewing preferences of these fall sports fans and offer actionable insights into brand engagement, co-viewing, location tuning and the overall profiles of these viewers.
In addition to learning about where viewers caught the on-screen action, the findings also shed light on viewers’ attention to ads, purchase intent and intent to talk about advertised brands across social media.