Turner Is First in Nielsen OOH Measurement for News with CNN; Also Adds Sports

quotTurner has been subscribing to custom outofhome OOH measurement since 2010 first with Arbitron and then with Nielsenquot noted Jay Leon Vice President Turner Sports Research amp160quotWe were the first to harness the power of outofhome viewingquotRobin Garfield Senior Vice President of Research and Scheduling CNN added quotCNN is the first news network to subscribe to this Nielsen service and we were the first to offer a standard guarantee for OOH in 2014quotI sat down with Garfield pictured below and Leon pictured at bottom to gauge the value and impact of this new dataCharlene Weisler amp160Why do this study amp160From a news and a sports perspective what makes outofhome measurement compellingRobin Garfieldamp160 We are in a rapidly changing time amp160People are highly engaged in what is going on in the news and how events are unfolding amp160OOH while always important is even more so now amp160The news environment is so dynamic that people want to stay up to date from wherever they areJay Leonamp160 OOH is another platform for viewership that has not been extensively measured in the past amp160This is the first time that there is a syndicated Nielsen service for outofhome and it is very important for sports in particularamp160Weisler amp160Are there any data points you can point to that support the impact of OOH on news and sports viewershipGarfieldamp160 We have been studying the impact of OOH for a long time with our custom study amp160Now with syndicated data we39re able to more quickly see data amp160For example in 2Q we saw a tremendous lift for the June 8amp160Comey Senate hearing 18 for Adults 2554 above our Live 7 delivery That is a material increase in our audience amp160The greatest impact we typically see is in daytime when people are out of their homes amp160We are eager to further understand where and how we are reaching our audienceLeonamp160 From what we39ve seen so far the results are very compelling amp160People who watch sports out of home are very engaged fans who are watching for different reasons amp160Sometimes they may not be able to see the game at home or it39s not available on their home sets amp160In these cases fans are looking elsewhere amp160And then there39s also the social aspect of watching a game at a bar which makes the viewing experience specialOOH offers tremendous viewership lift amp160With the Final Four there was 21 lift over inhome National People Meter currency delivery amp160That means that for every 100 inhome viewers there were an additional 21 viewers out of home amp160For the NBA AllStar Game it was 17 foramp160the MLB playoffs 14 amp160Bars and restaurants come to mind for OOH viewing but there is also work amp160With the NCAA tournament games are broadcast as early as 12 noon which enables people to view during their lunch hour amp160Also viewing in other peoples39 homes was traditionally counted by Nielsen people meters amp160Now these OOH guests are first subtracted from the people meters so as not to doublecount when the OOH measurement is added Frankly I think guest viewing has historically been undercounted because the meter technology requires button pushing amp160This new service is a better way to passively and more accurately count guest viewing in other homesWeisler amp160What should advertisers be considering when evaluating the impact of OOH as part of total video viewership across platforms and devicesGarfieldamp160 Advertisers are interested in the ad effectiveness of the programming environment amp160Research proves that the more engaged the viewer the more effective the advertising amp160It39s all about engagement the kinds of people you reach throughout the day no matter in what location or at what time are seeking out this content OOH amp160These viewers are also desirable because they have mobility which makes them younger amp160They are an attractive audience in an ideal state of mindLeonamp160 They should look at the lift metric as well as the social aspect of outofhome viewing amp160These viewers are not distracted by a second screenamp160amp160They are focused on the game and the discussion of what is happening on screen not only the event but also the ads and the sponsors Also lift tends to be higher among younger adult viewersWeisler amp160How do OOH viewers generally compare to in home viewersamp160 Garfieldamp160 OOH viewers because they are mobile tend to be younger amp160And think about where you can capture OOH usage the gym restaurants airports bars amp160Those are the kinds of people who are spending money spending time with other people and are highly engaged amp160They are the optimal consumersLeonamp160 The composition is younger with a higher composition of women viewing out of home sports than at home amp160This is presumably due to the social aspectClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Turner Is First in Nielsen OOH Measurement for News with CNN; Also Adds Sports

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Charlene Weisler

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Turner Is First in Nielsen OOH Measurement for News with CNN; Also Adds Sports

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Charlene Weisler

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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