Of those TV viewers in the U.S., a significant 33 percent of them watch the tube outside their home, said a study released by Arbitron Inc. It signifies that a larger audience than originally thought takes part in the practice.
The study also says that it's not just brief viewing that's being practiced, but many of those watching away from home do it for hours at a time. Far from the idea that people stop off at the local bar for a quick look.
"There are significantly more away-from-home TV viewers than previously thought," said Laura Ivey, one of the project leaders for Arbitron. "It's not all incidental.
"People gather with friends and family to watch television ... these are valuable people worth looking at [for advertisers]."
Another interesting conclusion of the study was that it's not only connected to sporting events; just as many people watch TV or local news when viewing somewhere else.
The breakdown of the demographics helps to understand the reasons behind this. For those who watch TV away from home in the 12-17 year old group, 64 percent watch TV away from home a minimum of once a week; in the 18-24 age bracket, 49 percent watch away from home; and of those 55 or older, 23 percent engage in the practice.
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