Results Of Nielsen Study Could Boost YES Network’s Ad Rates

YES Network would see a ratings increase of almost 15% in certain key demos if out-of-home viewers were factored into Nielsen ratings, according to a Nielsen Media Research phone survey conducted mid-September through early October in N.Y. YES’ men 18-49 demo rating would increase by 14.5% when including out-of-home viewers; the men 25-54 demo rating would increase by 14.1%; and adults 18-49 would increase by 10.4% (YES). TV WEEK’s Jon Lafayette reported YES “plans to use the study when it negotiates with advertisers.” YES Exec VP/Ad Sales Michael Wach said, “I think most advertisers will look at this as a bonus, something that they have not paid for, have not quantified. Now we’re showing them they can quantify it and there is certainly a tangible value to put on it.” Wach added that the new information “could mean increases of 10[%] in YES Network’s advertising rates.” Meanwhile, ESPN Senior VP/Research & Sales Development Artie Bulgrin said, “Out-of-home audience has become more important. Advertisers are putting value on it. Now that we’re in a world of on-demand and nonlinear, out-of-home audience may be very valuable if the viewer is not in control” (TV WEEK, 12/12 issue). DAILY VARIETY’s John Dempsey notes the Nielsen study found that the “bulk of the out-of-home TV watching — 84% — took place in bars and restaurants. In a distant second place were summer homes and second homes, which recorded 14% of the total out-of-home viewing” (DAILY VARIETY, 12/13).