Per Arbitron’s ARB-TV service, 31 percent of men 18-34 watched CBS’ Jan. 23 coverage of the Jets-Colts game from a bar, restaurant, hotel or other nonresidential venue. (ARB-TV also measures viewership in third-party homes.) Away-from-home viewing among the demo added 6.6 ratings points to CBS’ in-home number (14.9).
On the flip side, a Nielsen survey reveals that 9 out of 10 people will watch the Super Bowl from home.
There are always discrepancies between measuring what people say they will do and what people actually do. Digging a little deeper into the Nielsen survey than the headline reveals that it’s just 9 out of 10 surveyed said they’d watch a Super Bowl from a home, but not necessarily their own home.