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 • 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.