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Entertainment Everywhere: Younger Audiences Roll Out the Red Carpet to Watch Outside The Home

3 minute read | May 2019

Marketers and advertisers alike strive to reach key demographics with their content and ad campaigns. But, in today’s landscape wrought with device fragmentation, content choices and unique consumption habits, younger audiences have seemingly been an enigmatic group that encapsulates these variables. Some of these complex issues, however, can be solved by looking toward a simple solution—out-of-home (OOH) TV viewing.

While media fragmentation has facilitated an intricate web of media behaviors in younger adult audiences, a recent Nielsen report uncovered that these consumers are actually quite fond of watching TV—specifically the entertainment genre—outside of their own homes and with the companionship of others.

OOH viewing is often thought of as a behavior reserved for sports buffs watching at their favorite bar or politicos tuning into the news while on the treadmill. But the entertainment genre on TV (such as award shows, singing contests and dramas) can hold its own as well, specifically with sought-after audiences who, away from the comfort of their respective living rooms, might be closer to a point of an in-store sale.

The results of the general population survey detailed in the report show that for prime time entertainment OOH viewing, viewership leans slightly female, at 55% and 45% male. The Hispanic survey found that entertainment viewership was even more heavily female at 75%. Additionally, among the general population survey, the average age of respondents was 37. In contrast, the Hispanic results show that viewers were younger than the general population, with an average age of 31.

In addition, over 40% of both general population and Hispanic entertainment viewers have a higher education under their belt. They had some relative spending power to boot, as their average income reached about $55,000 overall.

Perhaps even more intriguing, respondents, especially younger consumers, preferred to share their experiences with others. Adults aged 18-24 reported watching OOH entertainment with nearly four other people and adults aged 25-54 sought to be surrounded by the same amount of people as well. Entertainment content, with all its glamour, glitz and water cooler moments, fosters a social environment where viewers—together in person—can revel in what’s on the screen.

But where exactly did these audiences choose to share those viral moments in real time with friends?

While other people’s homes are great environments to socialize, other locations such as bars and restaurants, the gym, or even at work, served as prime locations for watching and gathering to watch entertainment programs. In fact, over one-third of both general population and Hispanic respondents reported choosing a restaurant or bar as a key meet-up point, while at least one-fifth said they used the comfort of their gym or workplace to watch this specific content. Even when consumers are traveling they seek the comfort of familiar content as nearly 20% of respondents from both surveys said they tune in to entertainment programs in a hotel room.

OOH content, especially entertainment content, does more than simply provide a reason for audiences to gather and watch. It’s also effective in bringing consumers down the purchase funnel. Among adults aged 25-34, general survey respondents reported high levels of direct action between brands and advertisements. While nearly 60% of general survey respondents either researched a brand they saw an ad for during the programming or chatted about it with family or friends, about 44% ended up purchasing the advertised product. The younger 18-24 demographic responded in a similar fashion, a welcome sign for advertisers hoping to develop a relationship with audiences at an early age.

For additional insights, download the full report.

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