Nielsen Announces Launch of National Television Out-of-Home Measurement Service

amp8220ESPN worked with Nielsen 20 years ago to pioneer the first iteration of outofhome TV measurement This new advancement using passive realtime technology represents a significant leap forward We know that ESPN is viewed virtually anywhere there is a screen amp8211 from sports bars to gyms hotels and the workplace While C3 C7 and beyond are useful to measuring catchup viewing in the home this new service gives us the ability to capture outofhome viewing precisely as it happens and helps us double down on the power and delivery of live sports while transacting on new valuable audience segments for advertisersamp8221 said Artie Bulgrin Senior Vice President Global Research ampamp Analytics ESPNamp8221The service will provide both program and commercial ratings C3C7 for live through live 7 days of timeshifted viewing Nielsen expects to launch this new service in April 2017 with data effective January 2017 Data back to September 2016 will be added shortly after launch Nielsenamp8217s launch of its National TV OutofHome Measurement Service is another example of the companyamp8217s commitment to measuring the total audience everywhere and on every platform consumers watch contentThe use of the PPM device which panelists carry with them wherever they go enables Nielsen to measure TV viewing that occurs in places like restaurants bars waiting rooms and airports The outofhome viewing will be based on data from over 75000 PPM panelists across 44 local markets enabling Nielsen to project outofhome viewing in over half of US populationamp8220As a leading media company with a diverse portfolio of brands Turner recognizes that todayamp8217s audience measurement requires constant innovation to capture the full scope of audience behavior For brands like CNN and Turner Sports with huge and valuable outofhome audiences we need to be able to measure consumption regardless of the platform screen or locationamp8221amp160said Howard Shimmel Chief Research Officer Turner amp8220In collaboration with Nielsen we were firsttomarket using PPM technology for custom outofhome solutions for CNN Nielsenamp8217s new National TV OutofHome Measurement Service will help us drive these capabilities forwardamp8221Nielsen plans to provide subscribing clients with individual day data for program and commercial audience estimates on a weekly basis While this new offering will launch as a standalone service Nielsen plans to incorporate outofhome viewing directly into its currency national television ratings at a later stageamp8220Measuring where consumers watch content regardless of platform and location is at the core of Nielsen Total Audience and this includes outofhome viewingamp8221 said Sara Erichson Executive Vice President Nielsen Client Solutions and Audience Insights amp8220While consumers have always watched TV outside the home that viewing has not been measured This new measurement enables both buyers and sellers to understand the incremental reach of advertising messagesamp8221For more information visit wwwnielsencomThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecom MyersBizNet Inc management or associated bloggers amp160amp160

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