Sky Television has issued results of an out of home viewing study examining viewing for the channel’s live coverage of the England v Holland World Cup qualifying match.
Following MTV’s revealing OOH report released last week, Sky’s research (in conjunction with Continental Research) shows that an additional 1,023,000 men watched the qualifying match in a pub, club, hotel, at work or elsewhere. Of these, 93% watched the match in a pub or club.
When the ‘men viewing out of home’ figure was added to the BARB average minute by minute audience for the match it boosts the minute by minute audience from 877,000 to 1,689,000 men; a 92% increase. Other points include:
Continental Research interviewed 1527 men aged 18+ by telephone on Thursday and Friday, 29th & 30th April 1993
Most of the men viewing out of home were in the 18-44 age range; 73% were 18-44, and 27% were 45+
The research also measured the usual level of out-of-home viewing of Sunday & Monday’s Premier League football on Sky Sports, adding 745,000 men for Sunday matches and 884,000 for Monday matches.
