Turner Sports Releases Data on Out of Home, Linear Television Viewing
Turner Sports released research supporting the benefit of out-of-home viewing on linear television for advertisers.
By using Nielsen’s Out-of-Home measurement of television viewing and conducting guaranteed deals to clients using this data, Turner can validate the additional value advertisers receive from this viewing.
Since investing in this measurement many years ago, Turner has been able to capture out-of-home linear audiences that tune in to programming at public spaces, especially across Turner Sports’ event coverage, and provide valuable insights to advertising partners.
Given the social nature of sports, the out-of-home audience consists of engaged fans who are co-viewing live in public settings (at bars, restaurants, gyms, other homes, and more), and provides a strong platform for advertisers to further drive conversation about their brands. And, in fact, sports continues to be the content category that marketers most consider including in out-of-home impressions as part of an audience guarantee, with more than 7 in 10 saying they would (Advertiser Perceptions, March 2018 Omnibus Study).
Out-of-home audience measurement is especially critical with the onset of Turner’s three-year multi-platform rights agreement for the exclusive presentation of the UEFA Champions League and UEFA Europa League, beginning with the 2018-2019 season when 340+ UEFA matches will air live on TNT. More than half of Turner Sports’ completed UEFA deals include out-of-home as part of the audience guarantee for the current season.
“As the television landscape continues to evolve with new ways to view programming, it’s important to understand and quantify the value of every environment that Turner’s passionate fans tune in. With sports being inherently social, out-of-home has emerged as an important area to closely examine,” says Lorie McCarthy, senior vice president and general sales manager of Turner Sports. “We take a multiplatform approach when discussing opportunities with our advertising partners across our Turner Sports footprint and out-of-home is just one tool amongst many that provides insights into the value of total audience viewing.”
Out-of-home audiences within Turner’s growing portfolio of sports properties deliver demonstrably solid results for advertisers, as indicated by lifts across a number of key brand performance indicators.
In Q1 2018 Turner Sports collaborated with Engagement Labs to measure the value of out-of-home audiences for advertisers during NBA on TNT’s coverage. By studying nine NBA on TNT sponsors, results suggest that NBA sponsors receive comparable or, sometimes, better value for out-of-home audiences compared to at-home audiences. Out-of-home viewership also produces an extra “social” value to advertisers.
“Turner Sports properties deliver a significant out-of-home audience reach — across the NBA, UEFA, MLB, PGA Championship, and NCAA — we recognize that in order to accurately measure audience behavior, we need to be able to measure consumption across all platforms, screens or locations,” says Jay Leon, vice president of Turner Sports Research.
Some of these findings include:
- Out-of-home NBA viewers delivered a 100% lift in purchase consideration of 9 sponsor brands over non-NBA viewers, compared to an 85% lift for in-home NBA viewers.
- There was an increase of +125% in word-of-mouth volume about those same nine advertisers by out-of-home NBA viewers, compared to a 75% volume lift by in-home viewers over non-viewers.
- In addition, NBA out-of-home viewers exhibited a 51% lift in ad recall over non-viewers, similar to the 49% lift achieved by in-home viewers.
- According to Nielsen’s National Out-of-Home Reporting Service, during the 2018 NBA on TNT Western Conference Finals, out-of-home audiences delivered a +10.9% lift in adult 18-49 viewership (above and beyond in-home viewership), while adults 25-54 achieved a 10.1% lift. By measuring out-of-home viewing, advertisers are provided valuable incremental audiences beyond standard in-home viewing.
“Our research has shown that one-quarter of the sales impact of advertising comes from stimulating conversations that lead to purchase,” says Ed Keller, CEO of Engagement Labs. “The social return on investment is even bigger for sports which attract co-viewing, particularly in out-of-home settings, as confirmed in our 2018 study for Turner Sports. The value of these out-of-home audiences is therefore very high indeed.”
Coming off the success of incorporating out-of-home audiences with partners, Turner Sports has signed a multi-year extension to use Nielsen’s National Out-of-Home Reporting Service, delivering program, and commercial ratings for live plus seven days of time-shifted viewing.
“We are thrilled that Turner Sports is leveraging the incremental viewers that our out-of-home service delivers as part of their conversations with advertisers,” says Peter Bradbury, Executive Vice President, National Media Clients, Nielsen. “We look forward to continue working closely with Turner Sports to ensure they have complete line of sight into all the places their consumers view their programming especially in out-of-home locations.”