Last Wednesday, 11/13, was the start of the public Impeachment Hearings. These proceedings were covered in total or in part by ABC, CBS, CNN, Fox News, MSNBC, NBC, and PBS and drew an engaged OOH viewing audience. The first day had an average OOH audience of 2,789,090 across the seven viewing sources between the hours of 10 AM and 3:30 PM. This was an event – it had an estimated audience that was comparable to events such as Games 4, 5 and 6 of the Stanley Cup Finals on NBC (2,452,000, 2,987,000, and 2,831,000 respectively), Games 3, 5, and 6 of the MLB ACLS between the Yankees and Astros on FS1 (2,634,000, 2,332,000, and 2,333,000 respectively), the Georgia/Florida College Football game on CBS (2,549,000) and award shows like the Grammys on CBS (2,829,000) and The Golden Globes on NBC (2,303,000). The hearings on the seven networks accounted for 77.5% of all OOH viewing which occurred during the time in which it aired. Viewers to the first day’s coverage had an average duration of 54.92 minutes across the networks. The total number of people viewing two minutes or more of the first day OOH reached 16,761,358.

The second day of The Impeachment Hearings was aired live last Friday, 11/15, from 9 AM to 3:15 PM. The average minute audience OOH during this time was 2,310,360. The third day of hearings was aired live by ABC, CNN, Fox News, MSNBC, NBC, and PBS on Tuesday, 11/19. It was a marathon session lasting from 9 AM to 8:30 PM. In order to look at the audiences, we split the day into three parts. The first was the comparable period to other days of 9 AM to 3:30 PM. During this time the six networks averaged 1,911,184 OOH viewers. Coverage continued on until 6 PM for all of the networks. The average number of viewers for this common period of 9 AM to 6 PM was 1,823,459. During the final 2 ½ hours, the hearings were carried by CNN, Fox News, and MSNBC. The average OOH audience for this period (6-8:30 PM) across the three cable networks was 1,375,736.

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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.