Abstract

How about people who watch TV outside? : Analysis of TV Advertising Ratings considering Out-of-Home Viewing

Park, Hyunsoo, Ph.D
Associate Professor, Dept. of Journalism and Mass Communications, Dankook University

Bu, Kyunghee, Ph.D.
Associate Professor, School of Media & Communication Arts, Kwangwoon University

The main purpose of this study is to estimate TV advertising ratings including out-of-home TV viewing which has not been incorporated in Korea. In addition to the TV ratings gathered by People-meter, this study also investigated out-of-home TV viewing with 600 face-to-face interviews. Based on the People-meter ratings, out-of-home TV viewing rates were analyzed by channels, time periods, and viewers' demographic traits such as gender, age, and so on. An observatory study was also conducted to evaluate the out-of-home TV viewing situation, viewers' attitudes, and their attention levels.

The study results showed that, in general, out-of-home viewing is averaging about 14 percent of the total TV audience in Korea. The results, provided by channels, time periods, and demographic factors can help practitioners in Korean advertising industry to estimate more realistic TV advertising exposures by considering out-of-home TV viewing and contribute for better advertising planning.

Key Word : TV Advertising, TV Advertising rating, Out-of-Home TV Viewing, Advertising Effects, TV Advertising Effects, Media Planning