Nielsen launches out-of-home TV ratings
Share
The Nielsen Company and Integrated Media Measurement (IMMI) are launching a ratings service for television viewing in out-of-home locations such as offices, gyms and hotels.
Sara Erichson, executive VP for Nielsen Media in North America, said the new mobile phone-based service builds on the firm's “anytime anywhere media measurement” initiative.
Nielsen will offer national ratings in the US as well as local ratings in New York, Chicago, Los Angeles, Miami, Houston and Denver, where IMMI has established panels. The national panel will be comprised of local participants and dedicated national panellists, and weighted to reflect the entire US population.
Participants will carry mobile phones with IMMI's metering software, which detects and identifies audio signatures in TV broadcasts.
A partnership of the Media Audit and Ipsos recently won funding for tests of a similar mobile phone-based system to measure radio listening. Its main rival is the portable people meter (PPM) system developed by Arbitron – with whom Nielsen rejected a deal last year for a joint TV and radio measurement service.
Tom Zito, chairman and CEO of Integrated Media Measurement, said: “Our technology and measurement system will enable Nielsen to offer its clients data on consumer television viewing habits that was previously unavailable.”
Author: Robert Bain
Related links:
Nielsen partners with Shanghai Media Group in China
Nielsen's new mantra: ‘Follow the video'
Nielsen rejects ratings venture with Arbitron
