Location! Location! Location!

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.


Top 15 Shows – Restaurant Network Start
Golf CBS 8/12/2018 14:00
Football – Chicago Bears vs. Baltimore Ravens NBC 8/2/2018 20:00
Football – Cleveland Browns vs. New York Giants NFL Network 8/9/2018 19:00
60 Minutes CBS 8/12/2018 19:00
Pardon the Interruption ESPN 8/6/2018 17:30
Auto Racing NBC 8/5/2018 15:00
Pro Football Hall of Fame Enshrinement Ceremony ESPN 8/4/2018 19:00
Golf CBS 8/11/2018 14:00
Around the Horn ESPN 8/6/2018 17:00
Baseball – New York Yankees vs. Boston Red Sox ESPN 8/5/2018 20:00
Football – Dallas Cowboys vs. San Francisco 49ers NFL Network 8/9/2018 22:00
SportsCenter ESPN 8/7/2018 19:00
Pardon the Interruption ESPN 8/1/2018 17:30
Pardon the Interruption ESPN 8/7/2018 17:30
SportsCenter ESPN 8/1/2018 18:00

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.

Top 15 Shows – Gym Network Start
America’s Newsroom Fox News 8/1/2018 9:00
Fox and Friends Fox News 8/1/2018 6:00
America’s Newsroom Fox News 8/3/2018 9:00
Fox and Friends Fox News 8/14/2018 6:00
Fox and Friends Fox News 8/3/2018 6:00
Outnumbered Fox News 8/3/2018 12:00
Outnumbered Fox News 8/1/2018 12:00
Outnumbered Overtime Fox News 8/13/2018 13:00
America’s Newsroom Fox News 8/8/2018 9:00
The Situation Room With Wolf Blitzer CNN 8/1/2018 18:00
Fox and Friends Fox News 8/13/2018 6:00
The Five Fox News 8/13/2018 17:00
Golf CBS 8/12/2018 14:00
Wolf CNN 8/1/2018 13:00
Fox and Friends Fox News 8/6/2018 6:00

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

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.