Nielsen Trials Out-of-Home TV Viewing Measure

Nielsen has been testing a new service which will add previously unmeasured out-of-home (OoH) TV viewing to its ratings.

A three-month test using the Portable People Meter (PPM) panel and conducted in Chicago showed that over a full day, OoH viewing added a 7% to 9% ratings lift for audiences aged 25 to 45. The lift for many specific dayparts and programs was even higher, with sports ratings increasing 14%.

The Chicago test combined data from the existing Local People Meter (LPM) panel with audience data captured away-from-home with the PPM panel. According to Nielsen, results mean that broadcasters and media buyers and sellers will now be able to quantify lift generated by viewers tuning in while away from home.

Matt O'Grady, EVP Managing Director, comments: 'Understanding how consumers view television away from home is critical to our clients and measuring out-of-home expands the viewing pie, as this test demonstrated. At Nielsen our priority is to measure audiences wherever they are viewing, both inside and outside the home, over-the-air, over-the-top and on mobile devices.'

Web site: www.nielsen.com .