扩展为业界提供了最全面的户外广告收视测量方法
NEW YORK – February 1, 2024 – Nielsen, a global leader in audience measurement, data and analytics, announced that it will expand coverage of its National TV out-of-home (OOH) panel in 2024 in order to fully represent all U.S. TV households.
近十年来，尼尔森一直在捕捉家庭以外的收视情况，包括机场、酒店、酒吧和餐馆。通过专有的便携式人员流量计（PPM）可穿戴设备技术，尼尔森为户外观众提供了衡量指标，确保客户能够追踪观众的消费情况，而不受平台、屏幕或地点的限制。通过将更多的家庭纳入 PPM Wearables 的覆盖范围，尼尔森的户外媒体覆盖率将从 65% 扩大到 100%。
对于人们倾向于集体观看的电视类型，尤其是体育赛事，抓住这部分观众至关重要，而体育赛事作为电视直播中最重要的节目类型之一，仍在不断发展壮大。尼尔森数据显示，2023 年，美国球迷将花费超过 1.7 万亿分钟观看收视率最高的五大体育联盟的比赛。
As people’s consumption of streaming TV grows – to 36% of total television usage as of December 2023, according to Nielsen’s The Gauge – the importance of measuring live sports and other “appointment” viewing on both linear and streaming also grows. With streaming services increasingly tapping into the live sports space, there is additional demand for measurement of this audience. Nielsen is the only measurement provider positioned to accurately meet the needs of increased demand and competition for scarce sports programming.
"尼尔森高度关注创新，以便更好地服务于我们的客户，并确保我们的测量能够反映电视消费的全貌，"尼尔森受众测量首席产品官迪尔德丽-托马斯（Deirdre Thomas）说。"我们深知，能够最全面地了解观众，尤其是像超级碗这样的特殊活动的观众，对我们的客户来说是多么重要"。
“We are appreciative of Nielsen’s efforts to make out-of-home measurement more complete, providing a much clearer picture of the true audience for all television viewing and especially sports viewership,” said Paul Ballew, chief data and analytics officer of the NFL. “For years we have been consistent in our belief that major sports events, like the upcoming Super Bowl LVIII, are often viewed with family and friends in large gatherings and this expanded out-of-home viewership will be crucial to measuring those events.”
尼尔森计划在 2024 年第四季度提供影响数据，以赶上 "超级碗 LIX"。
*注：该数字不包括阿拉斯加州和夏威夷州
关于尼尔森
作为受众测量、数据和分析领域的全球领导者，尼尔森影响着全球的媒体和内容。通过我们对人们及其在所有渠道和平台上的行为的了解，我们为客户提供独立的、可操作的情报，使他们能够与受众建立联系并进行互动--无论是现在还是未来。尼尔森在全球超过 55 个国家开展业务。欲了解更多信息，请访问 www.nielsen.com，并在社交媒体（Twitter、LinkedIn、Facebook 和 Instagram）上与我们联系。
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