The 73rd Annual Tony Awards Were Awarded OOH Viewers

Tunity Analytics continues to see the trend of Out-of-Home audiences tuning into awards shows. The 2019 edition of the Tony Awards, the annual ceremony recognizing the best in theater, landed in the number one spot with OOH viewers for the week of June 3rd. The Sunday night telecast, hosted by James Corden, delivered 316,000 viewers in OOH locations. The 73rd edition of the Tony’s celebrated a particularly strong theater season while also capturing the attention of viewers at locations outside the home with performances from original (Hadestown) and revival Broadway productions (Oklahoma!).

Forty-three percent of the audience came from bars and restaurants with an unusually high 12% coming from airports. The audience split 54/46 between men and women. This is a greater percentage of women than we generally see for OOH audiences. The spectacle of the Great White Way capturing the attention of OOH viewers continues a trend Tunity Analytics has observed over the past year with the CMAs, Golden Globes, Oscars and the Grammys all winning OOH audiences.


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.