ABC & ESPN Sponsor Out-of-Home TV Ratings Study.

The ABC Television Network has committed to co-sponsor the 2003 Total TV Audience Monitor (T-TAM) study that was announced by ESPN in May of this year. The Total Television Audience Monitor is a national, diary-based study that measures TV viewing wherever it occurs – in and out-of-home. The study is available as a syndicated service to all cable and broadcast networks. “ABC is excited to embrace this opportunity to capture the full complexity and multiple dimensions of the TV viewing experience for our clients” says Andy Fessel, ABC’s Senior VP of Research.

The potential for out-of-home viewing is significant. According to the Fall 2002 T-TAM study in an average week, 17.2 million men watch TV in unmeasured, out-of-home locations.

“By ABC participating in the Fall 2003 survey, we will double the respondent base to include female adults and female college students,” says Artie Bulgrin, Sr. VP at ESPN.

“In addition,” says Bulgrin, “T-TAM is the only viewing study to provide a complete measure of the college student population. We’re finding that many advertisers are especially interested in reliable audience data on the lucrative college market.”

According to the Fall 2002 T-TAM college study, 2.8 million male college students watch ESPN in an average week, the highest of all cable networks. The Total TV Audience Monitor, directed by Montesano Marketing Research, is seeking support from broadcasters, cable networks, agencies and advertisers, interested in reliable out-of-home audience data. A special CD containing T-TAM Fall 2002 data will be made available to interested ad agencies.