Measuring the out-of-home viewership can mean an increase in ratings and an improvement in quality

By: Trademagazin Date: 2024. 11. 05. 10:50

In the summer of 2024, the test project of Atmedia, Scores Group, Gemius and G-Meter out of home (OOH), i.e. measuring TV viewership outside the home, was successfully completed – announced László Karácsony, Atmedia’s strategy and marketing director at the BigPicture conference. OOH viewing during the live broadcasts of the European Football Championship resulted in a 12% increase in ratings in the 18-59 age group, but this trend is not only observed in the case of the European Championship.

The measurement was carried out in June, July and August 2024 using voice recognition technology similar to that of Nielsen (Nielsen Audience Measurement: NAM), but with a different mobile application device. The sample was the G-Meter mobile panel, which is representative of the Hungarian population over the age of 16 with a permanent address. Six channels, such as M1, M4 Sport, Duna TV, DunaWorld/M4 Sport+, RTL and TV2, were viewed outside the home.

“The industry has long been concerned with how television viewing outside the home can evolve during normal weekdays and weekends, as well as during major sports events, since TV viewing habits have changed significantly over the past years. The place and way of watching TV is also changing. Many people watch linear broadcasts online or on their mobile phones, and during the period of major sports events, more and more people follow the programs in pubs, mass events, and fan zones. Until now, there was no technology to measure this in Hungary, but today it is here, available. Like any new technology, it also has its limitations, but the system used in our country represents the forefront of the world and has already been proven in several countries. The OOH viewership data can be published independently or together with Nielsen based on the Polish sample.”

– said Bálint Hantosi, head of Scores Group, in connection with the project.

“According to the Polish standard, watching TV outside of 50 meters from the place of residence – which can be home, a friend’s apartment or a dormitory – is considered OOH. Thus, this includes the projectors of entertainment venues and also when we go to a guest house (guest viewing). And since the device also hears itself, this includes all linear TV viewing that is not done on a large screen – as long as there is a minimum distance of 50 meters!”

– added Géza Ambruszter, the managing director of Gemius.

The results show that out of home viewing resulted in double-digit viewership growth during the test project. According to Nielsen’s measurement, 8,465 in-home EQ GRPs were generated in the 18-59 age group in the advertising blocks around the live matches of the European Football Championship, which was increased by 1,053 in OOH, which is a rating increase of 12.4%.