Out-Of-Home Gives Super Bowl 21% Boost

Out-of-home viewership lifted this year’s Super Bowl audience by at least 20.7%, depending on the demographic, according to data collected by media-and-marketing-research firm Arbitron. Using data based on a panel of 70,000 people, Arbitron determined that audiences in two key advertiser-desired demographics increased significantly when viewers watching Super Bowl XLVI away from their own TV sets were taken into consideration.