The Super Bowl is TV’s most-watched annual event, but would any network executive bet on counting more people to watch in an age when viewers are moving to streaming video and mobile devices? CBS w…
. “Brands, agencies and TV networks have always been aware that TV viewing happens away from the home – at places like airports, the office, bars and watch parties – and today there is a broader understanding of the amount of out of home viewing that exists,” says Scott N. Brown, head of product, TV & Audio, at Nielsen, via email. “In fact, some networks in the sports genre see approximately 11% of their total audience on average comprised of out of home viewing.
, which is watched heavily by Wall Streeters and corporate executives in offices, on trading floors and during travel. The network, which has relied instead on surveys of the daytime media habits of investors and financial advisers by market-research firm Cogent Reports to set rates with sponsors, has yet to return to the traditional system.
Madison Avenue finds itself paying higher rates for TV ads even as the number of linear viewers for them continues to dwindle.
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