On any occasion when television ratings come under the scanner, the non-measurement of Out-of-Home viewing becomes a fundamental part of the debate. Keeping this in mind, Madison Media had embarked on a research to understand this component better. The agency commissioned Indian Market Research Bureau (IMRB) to study what they term OOOH (Out Of Own Home) viewer and has released the top line findings of the research.
Madison Media commissioned IMRB to do this research amongst 720 individuals over 15 years of age residing in cable and satellite homes in Mumbai and Delhi coming from SEC ABC. An official communiqué quoted that given the prevailing belief that only cricket drives out of home viewing, care was taken to conduct this research during a India cricket series so as to capture and validate the influence of cricket on out of home viewing behaviour.
According to some of the key findings of this research, on the count of ‘who watches OOOH’, the findings are that everyone watches television at home is a given, surprisingly 18 per cent of the audience watch television OOOH. Mumbai contributes to 75 per cent of the total OOOH viewing with Delhi accounting for the balance.
In terms of gender skews, 35 per cent of women watch television in OOOH situations in Mumbai in comparison to 3 per cent in Delhi. The SEC skews across the two cities is distinct wherein, the lower SEC contributes to the bulk of the OOOH viewing in Mumbai, while in Delhi, it is the upper SEC. Unlike conventional belief, workplace viewing is dominated by the private sector contributing to 80 per cent of the total OOOH viewing.
On what is being watched, the results show that at the genre level, as expected, sports, especially cricket leads the pack, followed by Breaking News attracting half the OOOH viewership followed by movies/songs. Interestingly, the consumer is more interested in breaking news that will affect the country at large, more than local or international happenings.
At the channel level, depending on the kind of content shown, OOOH viewing can increase reach by as much as 21 per cent to as low as 1.4 per cent over and above at-home viewing. Sports channels garner the highest reach gains with 21 per cent followed by news channels at 12 per cent.
Where is OOOH being viewed? Another surprising result comes on that front, which shows that unlike the popular belief that OOOH viewing predominantly happens at work place or at pubs, most of OOOH actually happens at someone else’s home. This could be due to a gathering of friends or occasions where there is a common interest to view a programme.
In regards to when does OOOH viewing happen, the study shows that depending on the day, OOOH viewers can add an average incremental reach of over 25 per cent on weekdays to about 8-13 per cent on weekends. The crucial question of how does OOOH influence ad viewership, the study reveals that contrary to popular belief, the probability of a consumer watching an ad in the OOOH environment is 48 per cent stronger than when the same consumer is watching the programme at home.
The study further suggests that some of the reasons here could be that the consumer wants to watch the content eagerly, hence, does not want to zap or has little or no control over the remote and hence, is forced to watch ads.