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Sports is a winner when it comes to out of home viewing, reveals AMI & ESPN-Star Sports survey
A survey conducted by Asia Media Intelligence (AMI) in four Asian markets – Hong Kong, Singapore, Kuala Lumpur and Bangkok – has revealed that sports is the top choice of viewers regardless of where they are watching television. The first-ever out-of-home (OOH) viewing research was commissioned by ESPN -Star Sports among males between 18 and 45 years old. It included analysis of recent peoplemeter data.
“Our OOH study confirms existing peoplemeter research and reflects the studies in the US: sports is an appointment viewing priority – both in and out of the home. The research shows a substantial, captured and passionate audience that cannot be ignored by advertisers, marketers and media planners in their media buying decisions,” says ESPN Star Sports senior vice-president advertising & integrated sales Vib Sharma.
The research suggests that there is an approximate three million male OOH viewing audience across the four-city study.
“We’ve always suspected that sports was driving out-of-home viewing, but have not until now been able to present quantifiable research. This study makes it clear that OOH viewing is gaining ground across Asia – be it in pubs in Hong Kong or coffee shops in Kuala Lumpur, and sports is what they are watching,” adds Sharma.
Results show that 82 per cent of all those surveyed watch out-of-home. The spontaneous OOH choice was sports (78 per cent) followed by movies (36 per cent) and news (34 per cent). When aided, the number rose to 89 per cent saying they prefer to watch sports when it comes to out-of-home viewing. That means nine in 10 of those surveyed watch sports out-of-home.
When asked what sports they watched, 97 per cent of respondents said football was their sport of choice. The football respondents said they watched the most was the English Premier League (91 per cent), World Cup (59 per cent), UEFA (45 per cent). When asked who they watch with, top of the list were friends and colleagues in groups of four or more people.
A significant number – 96 per cent – of those polled viewed sports by appointment. Venues varied in each market with 71 per cent in Hong Kong saying they watched in pubs and bars, 65 per cent in Bangkok and 61 per cent in Singapore said they watched at friend’s homes, while respondents in Kuala Lumpur said they watched at different locations, restaurants (52 per cent), streetside stalls (45 per cent), friend’s home (43 per cent), coffee shops (40 per cent) and pubs and bars (36 per cent). These findings reflect Asian market nuances. In Hong Kong for instance where socializing is a big part of the lifestyle, pubs and bars were the top OOH venues.
Peoplemeter data from Taylor Nelson Sofres in Singapore shows that sports reaches more viewers than any other genre on cable with an 86 per cent reach, followed by other English programming and documentaries at 85 per cent and music at 78 per cent.
The English Premier League also came out tops in peoplemeter research with EPL matches consistently ranking among the top five. Sports was also seen to reach a comparative weekly cumulative 78 per cent more viewers than all three cable news channels combined (CNN, BBC World and CNBC).
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
