18-24 Year Olds Lead the Way: Out of Home.

February event programming started with the Super Bowl, kept the music playing with the Grammys, and wrapped with the Oscars. A study of IMMI panel members shows all three programs had significant out of home viewing.

Now compare the overall out of home percentages with those of a highly desirable, and highly mobile group: the 18-24 year olds.

Super Bowl parties are now part of the cultural landscape.  Grammy and Oscar parties aren’t there yet,  and the numbers reflect that for the total out of home audience.   However, many 18-24 year olds aren’t waiting for cultural certification. They seem to be at parties,  friends,  or out-there-somewhere.  IMMI found them on the move using a special beacon.

Observers have noted television is losing the 18-24 year olds to all the other media options…but for event programming some may not be missing…just on the move.