ABC to co-sponsor out-of-home TV ratings study in US

NEW JERSEY: The ABC Television Network has committed to co-sponsor the 2003 Total TV Audience Monitor (T-TAM) study in the US. The study was announced by sports channel ESPN a couple of months ago.

The Total Television Audience Monitor is a diary-based study that measures TV viewing wherever it occurs - in and out-of-home. The study is available as a syndicated service to all cable and broadcast networks in the US.

An official release informs that the potential for out-of-home viewing is significant. Last years T-TAM study revealed that in an average week, 17.2 million men watch TV in unmeasured, out-of-home locations.

ESPN senior VP Artie Bulgrin said: "By ABC participating in the Fall 2003 survey, we will double the respondent base to include female adults and female college students. In addition, T-TAM is the only viewing study to provide a complete measure of the college student population. We find that many advertisers are especially interested in reliable audience data on the lucrative college market."

According to last years T-TAM college study, 2.8 million male college students watch ESPN in an average week, the highest of all cable networks. The Total TV Audience Monitor, directed by Montesano Marketing Research, is seeking support from US broadcasters, cable networks, agencies and advertisers, interested in reliable out-of-home audience data.

T-TAM data is available going back to the first wave conducted three years ago. Launched and sponsored by ESPN, T-TAM combines the expertise of leading research companies.

Guiding T-TAM is Dick Montesano of Montesano Marketing Research. During his stint at ABC he spearheaded every major out of home study done by Nielsen in the 1990's.

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