Stormy Daniels' Out-of-Home Lift Beats Olympics, Tiger Woods Too https://ift.tt/2pPeRjH Tunity, a promising new audience data company that matches out-of-home audio tuning on an mobile phone to linear TV screens, has made a surprising discovery about Stormy Daniels appearance on CBS’ “60 Minutes” Sunday night. Using its proprietary technology to detect TV tuning in out-of-home locations such as bars, gyms, offices and other venues, Tunity found Daniels highly anticipated interview on “60 Minutes” was one of the highest out-of-home rated shows so far this year. “While losing approximately 25% of her lead-in from the Duke vs. Kansas game, she still managed to rank second for the week in Tunity Share,” shares Paul Lindstrom, head of research and analytics at Tunity. “Stormy’s audience was 50% higher than such highly watched events as Tiger Wood’s one under run at the Valspar Championship and triple the peak Tunity Share for Shaun White’s Gold Medal win at the Winter Olympics,” Lindstrom adds. “At her peak, she accounted for 80% of all Tunity usage and was the dominant draw across all venue types.” Because out-of-home screens are often “curated” to sports and news, such formats command a disproporitionate amount of out-of-home programming distribution. “At home you can physically change the channel. When you are out-of-home you can change the channel by changing your focus. This is an important distinction because it currently cannot be measured by current methods such as ACR,” Lindstrom explais. As an audience metric, the Tunity Share is a composite metric of traffic, attention, and tuning in near real time for out of home on a minute by minute basis. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 28, 2018 at 04:02PM
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