TV Week reports Turner Broadcasting commissioned an out of home viewing study for the American League Championship series between the Tampa Bay Rays and Boston Red Sox:
The research, conducted by Nielsen with IMMI, found that tallying out-of-home viewing added 262,000 viewers in the adult 18 to 49 demographic, or 7%, to the audience of its six prime-time ALCS games. It got a 7% bounce among viewers 18 to 34, and 6% more viewers in the 25-to-54 age bracket.
Those viewers could be watching in offices, bars, fitness clubs or hotels, all places not normally measured when Nielsen compiles its ratings.
Networks have always known there is some viewership outside the home, particularly for sporting events. - Read the rest on TVWeek.com