Location is an extremely important variable when thinking about OOH audiences. The type of venue makes a considerable difference in terms of when OOH viewing occurs and subsequently what is being watched. For this analysis we looked at the first two weeks of August. The focus of this article is Restaurants and Gyms which show very different patterns of viewing. Viewing in Gyms in August was highest during the morning. This has been true throughout the course of the year. Restaurants audiences build throughout the day, peaking in the evening hours after the traditional work day. This pattern of daypart usage tends to dictate the channels that are available to be viewed in the location and which channels are watched. As is a recurring theme, the curation of channels in OOH environments is a very important factor in determining what is viewed.When examining the top fifteen programs viewed in Restaurants during the first two weeks of August according to Tunity Analytics, we immediately see that fourteen of the top fifteen were sporting events or sports related news and information programs. The exception was 60 Minutes which immediately followed the PGA Championship. Channel changes do not occur as frequently OOH as they do in-home. Lead-ins have major impact on viewing in OOH locations. Bumper programs represent excellent opportunities to reach OOH viewers effectively.

Gyms, compared to Restaurants, had a very different list of the top fifteen programs during the first two weeks of August. There was only one program that was shared. That was the Sunday round of the PGA Championship on CBS. This was a late afternoon event which may have impacted positively on usage. Overall that Golf program ranked #1 for Restaurants but only #13 for Gyms. The remaining 14 programs in the top fifteen were all from CNN or Fox News . Only one of the fifteen was in prime-time.

Differences in location usage is important and can be used to help determine how to evaluat the most efficient ways to reach OOH consumers.

Source: Tunity Analytics 8/1 -8/15 2018

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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.