Results delivered to broadcast executives during the fourth quarter of the Bears vs Colts game show that a significant percentage of the Super Bowl audience watched the game from some place other than their own home.

In the first 30 minutes of the game, 42% of viewers aged 13 to 54  watched Super Bowl XLI on CBS  from somewhere other than their own home. 

 This report marks the first time that viewing of the Super Bowl from sports bars, friends parties, even church-sponsored events could be captured and quantified for both the advertiser and broadcaster.

“For a long time, we've known that television viewer-ship of major sporting events is a shared, communal and social event but we've been unable to quantify the true extent of this activity.  IMMI's ability to provide this data, virtually as it happens and at such a highly charged advertising event as the Super Bowl, adds a new dimension to television audience measurement." said David F. Poltrack, president of CBS Vision.

The data collection was possible because of a revolutionary system created by IMMI.   Using a digital monitoring system based on open-architecture cell phones, IMMI tracks media 24/7—including media that other research companies can't accurately measure:

• Television viewing outside the home
• Time-shifted and on-demand viewing
• Radio
• DVDs, audio CDs
• Theatrical films, live concerts and sporting events

“Ultimately, broadcasters and advertisers care about who’s seeing their ads, where they’re seeing them, and whether they work,” said Tom Zito, CEO and co-founder of IMMI.  “We’re delighted to have been able to help them quickly understand the precise footprint of this year’s Super Bowl viewing.”