1. Empirical Generalizations in Advertising II: What Works in the New Age of Advertising & Marketing
The Power of Out of Home Audiences in the Digital Age
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Jay Leon Brad Fay Carol Edwards
VP COO SVP
Additional Authors: Jack Wakshlag, CRO Turner; Carol Frost; VP and Chris Peck, Arbitron

2. Out of Home Viewing: How Important? How Valuable?
TV Everywhere
• Trends point toward expanding opportunities to consume TV out of home
• Out of home sports viewing is particularly popular
But How to Measure?
•Nielsen NPM focuses on in-home viewing
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3. We Studied Two Turner Sporting Events
MLB Playoffs
(2011)
NBA Playoffs (2011)
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4. Two Methods: Quantity & Quality
Quantity of Out of Home Audience
• Arbitron undertook a major series of studies to estimate the size of out of home
viewing for the three sporting events.
• The goal was to measure the relative size and composition of the out of home
audience in order to show advertisers the value of this “extra” audience.
Quality of Out of Home Audience
• Keller Fay Group measured the word of mouth conversations about advertisers for
the three sporting events
• Hypothesis was that WOM levels would be higher for audiences exposed to
broadcasts out of home vs. at home
• If true, could show that audience value would be higher out of home, due to
greater engagement, advocacy and reach for messaging via WOM
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5. Two Empirical Generalizations
1. Out-of-home audiences for major
sporting event television are large
enough to have a material impact
on media planning and buying
decisions.
2. Out-of-home sports television
audiences are even more valuable
than at-home audiences because
they generate more WOM
conversations about advertised
brands.
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6. Findings: Out-of-Home Audience Size &
Composition

7. Arbitron Portable People MeterTM Methodology
• Arbitron’s Portable People MeterTM
(PPM) panel:
– PPM = Passive, electronic, persons-level
measurement device which resembles a cell-phone
– Representative sample (70,000 panelists aged 6+) in
44 U.S. markets.
• Tournaments covered:
• 2011 NBA playoffs and the 2011 MLB playoffs
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8. Arbitron Measured Size & Composition of
the Out of Home Audience
• NBA playoff games were broadcast on Turner’s TNT in May 2011.
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Source: Arbitron audience data in top 44 markets
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9. Arbitron Measured Size & Composition of
the Out of Home Audience
• MLB Playoff games were telecast on Turner’s TBS network in October 2011.
Source: Arbitron audience data in top 44 markets 9
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10. Findings: Word of Mouth Engagement with
Advertised Brands

11. Turner & Keller Fay Group Studies Measured Relative Value of
Out-of-Home Sports Audiences
• Keller Fay’s TalkTrack® WOM survey
expanded to measure WOM for major
advertisers.
– Booster samples utilized for NBA playoffs & NCAA
tournament.
– Compared WOM levels for “out of home” viewers vs. “at
home”
– Also compared WOM levels during playoffs vs. earlier in
season and non-season.
• As with all TalkTrack® surveys…
– Representative sample of consumers kept track of
category/brand conversations for 24 hours.
– Brands recorded in a diary on open ended basis.
• Tournaments covered:
• 2011 NBA playoffs and the 2011 MLB playoffs
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12. NBA Advertiser WOM Peaked During Finals
• Among the target market, WOM levels for Turner’s 12 largest advertisers were considerably higher compared to the off-season (+18%) and
even compared to the prior playoff round (+10%), indicating the success of advertisers in raising brand engagement.
Source: Keller Fay Group’s TalkTrack®; Off Season Reflects June 14th – Oct. 24th, 2010; NBA Regular Season Reflects Oct. 25th, 2010 – Apr. 10th, 2011; Early Playoffs Reflects Apr. 11th –
May 15th, 2011; Eastern Conference Finals Reflects May 16th – 29th, 2011.
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13. Out-of-Home Viewers Far More Likely to Talk About
Advertisers vs. At-Home Viewers
• These findings suggest that an out-of-home viewing context was more conducive to conversations about the
advertised brands.
Source: Keller Fay Group’s TalkTrack®, May 16th – May 29th, 2011.
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14. MLB Advertiser WOM Highest for OOH Viewers
• These results again imply an advertiser engagement benefit associated with out-of-home viewing.
Source: Keller Fay Group’s TalkTrack®; Sep. 26th – Oct. 16th, 2011.
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15. Out of Home Is More Valuable
• Two factors explain the higher WOM
stimulative effect of out-of-home
viewing, both of which represent
important values to advertisers:
– Out-of-home audience has inherent
characteristics such as youth & affluence –
tend to support greater WOM engagement
with brands & advertising
– Out-of-home viewing tends to occur in more
“social” settings, such as a bar or restaurant;
these
environments create more opportunities for
advertising to stimulate conversations about
brands.
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16. Discussion & Implications

17. Out-of-Home Audiences Need to be Measured
• By not measuring out-of-home, media buyers may be missing larger
audiences.
– Restricted in ability to optimize media plans for most attractive consumer targets.
– Increased efforts to measure OOH audiences are justified not only by their size, but by
high quality of audience characteristics.
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18. Implications
• Advertisers can take comfort in the knowledge that increasingly “on
the go” viewing may produce rewards in terms of both audience
size and engagement.
– Out-of-home audiences are large enough to have a material impact on media
planning & buying decisions.
– Out-of-home audiences are even more valuable than at-home audiences
because they generate more WOM conversations about advertised brands.
• Challenge for the research community:
– To provide more and more effective tools for measuring across platforms,
across locations, and to incorporate “social” effects when studying the impact
of advertising.
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19. Appendix

20. Arbitron Portable People MeterTM Methodology
• Arbitron’s Portable People MeterTM
(PPM) panel in 44 markets.
– PPM = Passive, electronic, persons-level
measurement device which resembles a cell-phone
– Representative sample (70,000 panelists aged 6+) in
44 U.S. markets.
– Panelists carry PPM throughout their day.
– PPM records exposures to encoded media content
both in-home and out-of-home in order to report the
“lift” programming receives from out-of-home
viewing over the in-home viewing.
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21. TalkTrack® Methodology
• Keller Fay Group’s TalkTrack®, a national syndicated program
measuring word of mouth in all forms – face-to-face, over Mode of Conversations
Across All Categories
the phone, and through the Internet.
– Over three-quarters of all conversations occur face-to-
face, as depicted in the pie chart.
• The study involves 36,000 online consumers annually,
yielding approximately 360,000 conversational mentions of
brands.
• Respondents are representative of the US population aged
13 to 69, use a diary to keep track of their brand
conversations, then complete an online survey to gather
detailed information about these conversations.
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