NEWS5 February 2024

Nielsen expands US OOH coverage

Media New business News North America

US – Nielsen will expand the coverage of its out-of-home (OOH) this year to represent all US television households.

Out of home advertising

The OOH panel uses wearable technology called Portable People Meter (PPM) to track viewer consumption of advertising outside the home.

Nielsen said that its expansion of its OOH panel by adding additional homes to its PPM footprint would expand its OOH coverage from 65% to 100%.

The changes are expected to allow impact data to be provided by Nielsen in the fourth quarter of 2024.

Deirdre Thomas, chief product officer, audience measurement at Nielsen, said: “Nielsen is highly focused on innovating in order to better serve our clients and ensure our measurement accounts for the full landscape of television consumption.

“We understand how important it is for our clients to be able to have the most complete picture of the audience, especially for special events.”