Nielsen to Add OOH to National TV Ratings

Nielsen has announced it will begin including out-of-home (OOH) audience in its national TV ratings, beginning next September.

The system, which uses a portable device picking up embedded audio signals, adds viewers from bars, offices and sports venues, and the firm expects it to up sports audiences by around 11% to and figures for news programming by around 7%, according to reports in Variety.

The news is seen by some as a belated response to years of requests by clients, including NBCUniversal's CNBC which moved away from Nielsen for daytime audience measurement late in 2015. However the company has offered OOH measurement as a standalone service for more than ten years.

Web site: www.nielsen.com .