Ooh Factor Examined By Mtv

MTV, in conjunction with television research company, RSMB, has conducted a study released today which measures out of home television viewing.

A summary of the study’s results is as follows;

• The measurement of out of home viewing adds 2% to the levels of terrestrial channel viewing but 15% to satellite channels

• 8.2 million adults watch television out of the home in an average week, this is equivalent to 19% of adults

• Satellite channels take 8% of 16-34 in-home viewing across the UK but 40% of 16-34 out of home viewing

• 25% of all 16-34 year olds living in the UK watch television out of home in an average week

• Out of home viewing extends MTV’s audience dramatically – viewing levels are increased by 55% when OOH is included

• MTV’s 16-34 weekly reach is increased by over 50% when OOH is added

Advertising sales director of MTV, Frank Brown says of the study, “In order to give an authentic evaluation of MTV’s effectiveness, clients and their agencies must now take the OOH factor into account. This means that any marketeer of products aimed at young adults can no longer justifiably ignore the power of MTV in the UK market”.

Data for the study was collected for the two weeks ending 6 December 1992 from a sample of 800 individuals in the UK. The respondents kept diaries for this period which were calibrated with published BARB viewing data before the final results were acknowledged.

Results from the study are being presented to agencies next week. Further result statistics will be available on MediaTel as soon as possible.