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Arbitron PPM data for the seventh season of America’s Next Top Model, seen on KHCW-TV, Houston’s CW Television Network affiliate, has interesting ramifications: according to Arbitron’s analysis of the data, out-of-home viewing increases as a show’s story line gains traction with viewers.
On average, out-of-home viewing for America’s Next Top Model was well above the 13 percent norm that Arbitron has recorded in Houston, pulling in 16.4 percent of its total viewership away from home, according to the Arbitron data. However, the season’s first two episodes, presumably before the seventh season caught on with viewers, had significantly lower than average out-of-home viewing: 9.5 percent and 5.7 percent respectively.
Episode three, which featured makeovers (and several incidents of tears), spiked to 24.7 percent. The story was the same in the target demo for the series, persons aged 18 to 34 and 18 to 49.
From episode three onward, total out-of-home viewership never again dropped into the single digits. The out-of-home component peaked at episode ten with 28.1 percent watching the show away from their homes. That’s similar to the out-of-home viewing percentage that NBC affiliate KPRC-TV enjoyed for some regular season NFL Football games.
Arbitron has deployed Portable People Meters in Houston, Texas, as the first step in a rollout of the new, passive audience measurement technology in the nation’s top 50 radio markets. The PPM tracks radio tune-in via inaudible codes embedded in the audio signal of programs. A low power RF beacon allows the PPM to know whether it is at home or away from home.
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