The Asia Media Intelligence poll commissioned by ESPN Star Sports (ESS),
found 82 per cent of respondents watched out-of-home, with 78 per cent
saying that sports was their programming of choice.
Friends' homes and pubs and bars were the main places for viewing.
Vib Sharma, ESS senior vice-president of advertising and integrated
sales, said: "We've always suspected that sports was driving out-of-home
viewing.
He said peoplemeters should eventually cover out-of-home viewing on an ongoing basis.
"We could be looking at mobile meters. As a person moves from the home to a pub, he pushes a button on something like a watch strapped to his wrist."
