Sports is a winner when it comes to out of home viewing, reveals AMI & ESPN-Star Sports survey

A survey conducted by Asia Media Intelligence (AMI) in four Asian markets - Hong Kong, Singapore, Kuala Lumpur and Bangkok - has revealed that sports is the top choice of viewers regardless of where they are watching television. The first-ever out-of-home (OOH) viewing research was commissioned by ESPN -Star Sports among males between 18 and 45 years old. It included analysis of recent peoplemeter data.

"Our OOH study confirms existing peoplemeter research and reflects the studies in the US: sports is an appointment viewing priority - both in and out of the home. The research shows a substantial, captured and passionate audience that cannot be ignored by advertisers, marketers and media planners in their media buying decisions," says ESPN Star Sports senior vice-president advertising & integrated sales Vib Sharma.

The research suggests that there is an approximate three million male OOH viewing audience across the four-city study.

"We've always suspected that sports was driving out-of-home viewing, but have not until now been able to present quantifiable research. This study makes it clear that OOH viewing is gaining ground across Asia - be it in pubs in Hong Kong or coffee shops in Kuala Lumpur, and sports is what they are watching," adds Sharma.

Results show that 82 per cent of all those surveyed watch out-of-home. The spontaneous OOH choice was sports (78 per cent) followed by movies (36 per cent) and news (34 per cent). When aided, the number rose to 89 per cent saying they prefer to watch sports when it comes to out-of-home viewing. That means nine in 10 of those surveyed watch sports out-of-home.

When asked what sports they watched, 97 per cent of respondents said football was their sport of choice. The football respondents said they watched the most was the English Premier League (91 per cent), World Cup (59 per cent), UEFA (45 per cent). When asked who they watch with, top of the list were friends and colleagues in groups of four or more people.

A significant number - 96 per cent - of those polled viewed sports by appointment. Venues varied in each market with 71 per cent in Hong Kong saying they watched in pubs and bars, 65 per cent in Bangkok and 61 per cent in Singapore said they watched at friend's homes, while respondents in Kuala Lumpur said they watched at different locations, restaurants (52 per cent), streetside stalls (45 per cent), friend's home (43 per cent), coffee shops (40 per cent) and pubs and bars (36 per cent). These findings reflect Asian market nuances. In Hong Kong for instance where socializing is a big part of the lifestyle, pubs and bars were the top OOH venues.

Peoplemeter data from Taylor Nelson Sofres in Singapore shows that sports reaches more viewers than any other genre on cable with an 86 per cent reach, followed by other English programming and documentaries at 85 per cent and music at 78 per cent.

The English Premier League also came out tops in peoplemeter research with EPL matches consistently ranking among the top five. Sports was also seen to reach a comparative weekly cumulative 78 per cent more viewers than all three cable news channels combined (CNN, BBC World and CNBC).

Latest Reads
BIG Magic acquires 'Boonie Bears' exclusive FTA rights

BIG Magic has acquired exclusive FTA rights of ‘Boonie Bears’, the No.1 and most popular animated series in China. BIG Magic has renamed it ‘Babloo Dabloo’ for the Hindi viewing audience. Babloo Dabloo airs every Monday – Sunday 10 am – 11 am & 5 pm – 6 pm only on BIG Magic

Television TV Channels GECs
PBL: Setting stage for next big thing on Indian sporting landscape

India has witnessed the emergence of a multi-sports culture over the past few years. This significant development has come on the back of a promising display by Indian sportspersons across various disciplines, the meteoric rise of home grown leagues and the consequent widening of the fan base of...

Television TV Channels Sports
CNNMoney new section will be about the fastest growing economy; MoneyStream app launched

MUMBAI: Attracting 1.8 million average monthly page views, witnessing a 37 per cent growth in video consumption and 16 per cent in unique browsers month-on-month from India in less than a year’s time is not smooth. In its ambitious plan of global expansion, CNN Digital is leaving no stone unturned...

Television TV Channels News Broadcasting
Content a 'Game of Thrones'; AT&T's control over HBO, Cartoon Network, Warner Bros faces regulatory lens

The global media landscape is resulting in a new juggernaut as an internet and cable behemoth yesterday purchased an entertainment conglomerate making the former unmatched in its size and reach to consumers through home broadband, smartphones, satellite television and a battery of movies and cable...

Television TV Channels English Entertainment
US$ 4.5 bn expected from IPL rights; SC recommends accounts scrutiny

The Supreme Court on Friday froze all financial transactions between the BCCI and state cricket associations by directing the apex body not to disburse any funds till it resolves to abide by the Justice RM Lodha panel recommendations on reforms by 3 December . The top court ordered that none of...

Television TV Channels Sports
TVS Tyres is co-presenter for Asian Champions Trophy 2016

Continuing its strong connect with sports, TVS Tyres has associated with Asian Champions Trophy 2016 by becoming the co-presenter. The Asian Champions Trophy is one of the premier hockey tournaments, a much sought after annual international competition promising some great hockey action. This...

Television TV Channels Sports
Q2-17: Zee Learn declares maiden interim dividend

The board of directors of the Essel group’s education company Zee Learn Limited (ZLL) have declared a first time ever dividend of 5 percent per equity share of Re 1 each for the quarter ended 30 September 2016 (Q2-17, current quarter).

Television TV Channels Factual & Documentary
Whether BARC action can stop unethical practices?

MUMBAI: Can businesses and industries practise their art of selling fairly although they have 'Fair Practices' training during academic courses, workshops and several ISO and other certifications? There seems to be the fear of the lawman, and not the law in India. If the traffic cop is watching,...

Television TV Channels Viewership
TV Superhighway: beIN, Yaddo, AfricaXP have joined us, says Magine CEO Ambuj Goyal

CANNES; Magine has secured partnerships with four of the industry’s most exciting sports, documentary and entertainment content providers. Partnerships with beIN, the international media group and owner of MIRAMAX; Yaddo, the new documentary streaming service headed up by former head of The BBC’s...

Television TV Channels Factual & Documentary

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories