According to a new study from The Total TV Audience Monitor (T-TAM) conducted in Fall 2005, 43.7 million persons 18+ (20% of the adult population) watch television in unmeasured, out-of-home locations each week. This unduplicated out-of-home (OOH) audience represents an increase of over one million persons from 2004 and is 20% higher than the 36.3 million measured in 2003. Adult viewers watching TV outside the home average 9.5 hours of OOH viewing per week --an increase from 7.3 in 2004 and 6.5 hours in 2003. The largest segment of the OOH audience comes from college locations. More than 11 million college students are watching OOH and averaging 12.5 hours of OOH TV viewing per week. This is the third study conducted by T-TAM to measure the total TV audience among men and women since the study was syndicated in 2003. According to the study conducted during the four-week period of October 6 to November 2, 2005:

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-- The OOH audience is young. About two-thirds (65%) of the OOH audience in the average quarter hour is between the ages of 18-34. Networks are undercounting their 18-34 audience by 15% on average (total day) when they overlook this OOH viewing; which has grown from a level of 14% in 2004, and 11% in 2003.

-- Much of the OOH audience is incremental. Fully one-third (33%) of the18-34 year old audience that watches TV OOH in the average week, does not watch anywhere else.

-- Most out-of-home viewing occurs at colleges in off-campus housing (36%) and on-campus facilities (18%), followed by the workplace (18%), hotels/motels (7%), second homes (7%) and restaurants/bars (7%).

-- Cable networks and daytime dayparts are most affected. The OOH audience provides the greatest lift in the weekday 10am - 4pm daypart when the average weekly unduplicated audience is increased 20% among 18-34 year olds. During the 10am - 4pm average quarter hour, among 18-34 year olds, almost one-quarter (23%) of all cable network viewing is OOH compared to only 11% of broadcast networks' viewing.