New York, NY—Oct. 24, 2016—Today, Nielsen (NYSE: NLSN) announced that it plans to leverage its Portable People Meter (PPM) technology and panelists to measure out-of-home viewing for national television clients. Clients that subscribe to this service will receive audience estimates that combine in-home television viewing, based on Nielsen’s National TV ratings panel, with out-of-home viewing based on its PPM panels.
“ESPN worked with Nielsen 20 years ago to pioneer the first iteration of out-of-home TV measurement. This new advancement using passive, real-time technology represents a significant leap forward. We know that ESPN is viewed virtually anywhere there is a screen – from sports bars to gyms, hotels and the workplace. While C3, C7 and beyond are useful to measuring catch-up viewing in the home, this new service gives us the ability to capture out-of-home viewing precisely as it happens, and helps us double down on the power and delivery of live sports, while transacting on new, valuable audience segments for advertisers.,” said Artie Bulgrin, Senior Vice President, Global Research & Analytics, ESPN.
Le service fournira à la fois des évaluations de programmes et de publicités (C3/C7) pour le direct jusqu'au direct + 7 jours de visionnage en différé. Nielsen prévoit de lancer ce nouveau service en avril 2017 avec des données à partir de janvier 2017. Des données remontant à septembre 2016 seront ajoutées peu après le lancement. Le service de mesure de la télévision nationale hors domicile de Nielsen est un autre exemple de l'engagement de la société à mesurer l'audience totale partout et sur toutes les plates-formes où les consommateurs regardent du contenu.
“As a leading media company with a diverse portfolio of brands, Turner recognizes that today’s audience measurement requires constant innovation to capture the full scope of audience behavior. For brands like CNN and Turner Sports, with huge and valuable out-of-home audiences, we need to be able to measure consumption regardless of the platform, screen or location,” said Howard Shimmel, Chief Research Officer, Turner. “In collaboration with Nielsen, we were first-to-market using PPM technology for custom out-of-home solutions for CNN. Nielsen’s new National TV Out-of-Home Measurement Service will help us drive these capabilities forward.”
Nielsen plans to provide subscribing clients with individual day data for program and commercial audience estimates on a weekly basis. While this new offering will launch as a stand-alone service, Nielsen plans to incorporate out-of-home viewing directly into its currency national television ratings at a later stage.
“Measuring where consumers watch content, regardless of platform and location, is at the core of Nielsen Total Audience, and this includes out-of-home viewing,” said Sara Erichson, Executive Vice President, Nielsen Client Solutions and Audience Insights. “While consumers have always watched TV outside the home, that viewing has not been measured. This new measurement enables both buyers and sellers to understand the incremental reach of advertising messages.”
A PROPOS DE NELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
Contact
Gorki De Los Santos, gorki.delossantos@nielsen.com, 646-654-4837
