NEWS25 September 2017

CBS signs up for Nielsen OOH measurement

Media New business News North America

US – CBS Corporation has subscribed to Nielsen’s National Out-of-Home Reporting Service to give data on its network for live and time-shifted ratings.

Watching TV viewing remote_crop

The data from Nielsen’s National TV Ratings panel and the viewing away from the home captured by the Portable People Meter (PPM) gives weekly reports that include daily audience estimates for programme and commercial content.

This National Out-of-Home Reporting service can count an audience that was previously unmeasured and is a key part of Nielsen’s Total Audience framework. It offers clients comparable metrics of linear content and ads across media.

David F. Poltrack, chief research officer of CBS Corporation and president of CBS Vision, said: "Being able to measure CBS' content and uncover additional viewers outside the confines of their homes will help us showcase the breadth and depth of our programming to clients in a more robust way.

"Nielsen’s Out-of-Home service has been discussed primarily with regards to sports, but we are pleased this agreement covers all of the network’s programming and that Nielsen is moving in the right direction as it pertains to measuring the total audience."

The service uses Nielsen’s PPM technology from nearly 77,000 installed panellists and can measure TV viewing away from the home and in places such as hotels, gyms, bars, second-homes and the workplace.