Gather Around (the TV Screen): Mueller Brings the OOH Crowds

As word began to spread that Special Counsel Robert Mueller was going to make a live televised announcement on the morning of Wednesday, May 29th, many people scrambled to find a screen to watch. This led to a 130% uptick in OOH viewership, with 4MM people watching at peak time. Special events often cause disruption to curated screens in OOH locations, creating new opportunities for networks to be seen.

Screens in offices, gyms, and restaurants were tuning into news networks to hear the announcement. Opportunistic viewing played a major role. Gyms and health clubs more than doubled their audience during this timeframe while offices saw viewing levels four times as high as normal. Due to the early start time of the announcement, bars and restaurants were flat. The majority of the viewership (almost 80%) came from four networks: CNN, Fox News Channel, CNBC, and MSNBC.

Click here for Media Post’s article about Tunity Analytics and the Mueller Announcement

Paul Lindstrom, Head of Research & Analytics
Paul Lindstrom
Paul Lindstrom is the Head of Research and Analytics at Tunity, an out-of-home (OOH) data measurement company and consumer application which allows users to hear live audio from muted televisions directly through their mobile devices. In his role, Paul supports the creation of various data products, including Tunity's new analytics product, and helps set strategic vision and direction. Prior to Tunity, Paul spent over four decades at Nielsen, where he was responsible for designing and deploying innovative tools, systems, studies, and measurements for new media outlets. He also directed sales, operations, and strategy for Nielsen Strategic Media Research and Nielsen On Location. Paul is an innovation, research, and strategy executive with a successful track record in pioneering business development, product leadership, and research design. His combination of experience with media and custom research, location, and OOH measurements at Nielsen have allowed him to develop a new metric to capture OOH viewing insights based on Tunity’s traffic, tuning, and attention data.