Whether it’s Game 7 of the World Series or a regular season basketball game, sporting events bring people together from all walks of life to cheer on their favorite teams and socialize with other fans. And this summer was full of exciting sporting events that captured consumers’ attention—from the FIFA World Cup and Major League Baseball (MLB) games to PGA tournaments and NASCAR races.
Sports offer marketers a unique opportunity to capture consumers “live” and “in the moment,” especially as out-of-home (OOH) viewing of sports content is 15% more likely to come from persons 18-49, a primary buying demo, than from the national in-home viewing audience. But while we know how much Americans are viewing sports on linear TV outside the home, where do they view? Are they with others or alone?
A recent Nielsen summer survey of OOH sports viewers 18 years and older to World Cup, MLB, PGA and NASCAR programming uncovered insights into this audience’s viewing habits. The online survey asked various OOH behavior questions to adults 18-plus who watched linear TV OOH in the previous week.