Broadcast Beat Magazine 2018 BroadcastAsia Special Edition | Page 50

that are available to be viewed
are limited and curated by the
venue. This has a major impact
on shares. There will be greater
dichotomy between the chan-
nels with the most viewing, and
even those in the middle and
lower end of the viewing spec-
trum. In a curated environment,
lead-ins may matter more than
ever.
Presence or Absence
of Sound
Based on my experience, more
than half of the OOH viewing
that occurs is
with muted
TV.
Often
in a loca-
tion, there
are multiple
TVs
show-
ing a variety
of different
channels and,
at most, one
of these will
have sound.
Based
on
that assump-
tion, if there
are three or
more chan-
nels avail-
able, then 65% or more will
be muted. While the value of
viewing to a muted set might be
different than that of one with
full sound, it is substantially
more than zero which is how it
is calculated today.
Big Events Rule
the Roost
Major events are group viewing
opportunities and OOH lift for
these programs is substantially
greater than for standard TV
programming. It is common that
a single major event will garner
50% of the total OOH viewing
at a given point in time across
all venues.
Changing Channels with
a Nod of your Head
In-home, we are able to physi-
cally change channels and this
is currently measured in a vari-
ety of existing ways. However,
in a multi-screen OOH environ-
ment, we change channels by
moving our heads and shifting
our focus and attention.
What is on is not a
Question
In-home, we have some idea
in broad terms what is airing
on a particular set of channels
but it is limited. Conversely, in a
multi-channel environment we
can see what is on every op tion
at all times. Shifting of atten-
tion and focus from channel to
channel is significantly more
dynamic.
50 • Broadcast Beat Magazine • www.broadcastbeat.com
OTT May Lead to
More OOH
With OTT viewing leading to
more cord-cutting, this cord-
cutting may result in more OOH
viewing. If an “event” is not on
a channel you receive at home,
then alternatives such as view-
ing in OOH locations becomes a
viable option.
Traffic
Viewing will differ based upon
traffic patterns at a venue. Gyms
will be different from bars
and restau-
rants which
will
differ
from offices.
The
times
at which an
individual
will be at one
of these loca-
tions will be
substantial-
ly different
from times
at which they
are available
in-home.
OOH view-
ing of linear
channels represents what may
be the largest missing piece
of the unmeasured video audi-
ence. It cannot be accurately
valued if thought of as sim-
ply extended in-home audi-
ence. Understanding viewing
in a multi-channel environment
requires metrics which reflect
behavior, traffic, location, and
most importantly, focus and
attention. It would be well worth
the industry’s effort to examine
this “missing” audience from a
new point of view.