Viewers are interested in what the Democratic candidates for
President have to say. At least that is what the out of home viewership data
shows. According to Tunity, the performances of the two recent Democratic debates
which aired at the end of July reached millions of viewers and improved over the
strong performances of the first debates which took place at the end of June.
Gains from June Debates to July Debates OOH
Tunity reported that the first set of Democratic
Presidential debates (in Miami), which aired across NBC, MSNBC and Telemundo on
June 26 and 27, averaged a combined 1.6MM and 2.1MM OOH viewers,
respectively. The second set of debates which
aired on CNN on July 30 and 31 in Detroit gained +18.75% on night one and +9.5%
on night two averaging 1.9 million and 2.3 million viewers respectively.
The
opportunity to view in home on three networks in June compared to one network in
July resulted in an interesting in-home versus out of home comparison. Nielsen
reported that in-home viewing of the July
debates were lower than in June. However, it was noted that the first July
debate out-rated "America's Got Talent" on NBC, (averaging 7.9
million TV viewers) and the season finale of "The Bachelorette" on
ABC, (averaging 7.4 million) in home.
Daypart and Demographic Performances
The July debates
boosted CNN’s average prime OOH daypart performance. CNN's 8-11 PM OOH average
for July 1-28 was 129,720. Both debates
skewed heavily male 25-54 in the out of home markets. On night one, the OOH
viewership was 50% A25-54 and skewed 68% male and 32% female. On night two, the viewership was 45% A25-54
and skewed 69% male and 31% female.
The July
debates were hosted live from the Fox Theatre in Detroit and moderated by Jake
Tapper, Dana Bash and Don Lemon. Over
the two nights, CNN’s Democratic debates ranked #1 out of all OOH
programs. The bulk of the OOH viewership
for both nights occurred in gyms, restaurants and bars with 42% and 44%,
respectively.
This article was first published in Cynopsis
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