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Prime-time telenovelas, whether in English or in Spanish, attract higher than average out-of home audiences, according to a study of Arbitron Portable People Meter data for the last two weeks of September.
In fact, the out-of-home audience percentages that Arbitron has recorded for telenovelas approach the percentages recorded for NFL Football. Arbitron has deployed Portable People Meters in Houston, Texas, the nation’s tenth largest TV market, as the first step in a rollout of the new, passive measurement technology in the nation’s top 50 markets.
According to the Arbitron data for nine weeknights, September 18 through 29, 2006, a little more than a fifth (20.4 percent) of viewing of telenovellas on Univision was out-of-home in the 18-49 demo, compared to an average 13 percent for all out-of-home viewing, writes Broadcasting & Cable.
The high out-of-home viewing components for telenovelas may come as a surprise. Typically, Arbitron has recorded out-of-home viewing percentages in the high teens to the low thirties for sporting events such as regularly scheduled NFL games. Special events, such as the World Cup Soccer matches in the summer of 2006, attracted out-of-home viewing as high as 50 percent in some demographic groups.
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