ESPN became the first television network to negotiate for the inclusion of out-of-home deliveries in its deals with advertisers. The initial batch of Nielsen data suggests that viewing in bars, gyms, and other public venues is winning back a not-insignificant volume of “lost” impressions.
According to Nielsen’s newly-processed out-of-home data, ESPN in October enjoyed a 7% lift in its overall deliveries among adults 18-49 and 25-54, thanks to concentrated viewing by the nation’s gym rats, bar flies and other sports fans watching from beyond the bounds of their own living rooms. College football saw the biggest out-of-home lift in the key sales demos, as deliveries for adults 18-49/25-54 were up 9% compared to ESPN’s linear TV ratings.